Ad fraud rates in India have decreased by 36% due to the increased adoption of verification tools, as per a report released by DoubleVerify, a software platform for digital media measurement, data, and analytics, titled ‘DV Global Insights: 2024 Trends Report’. The report highlights the importance of addressing advertising fraud in India, where efforts have been made to reduce fraud rates. Despite this progress, fraudulent activities remain a significant challenge as new schemes continue to emerge. In 2023, DV’s research revealed a 23% surge globally in new fraud schemes and variants compared to the previous year, according to the DV Fraud Lab. This analysis draws on more than one trillion video and display impressions delivered across APAC, EMEA, LATAM, and North America, from January to December 2023, including desktop, mobile web, mobile app, and connected TV (CTV).
Moreover, unprotected advertisers globally experienced a fraud/SIVT (Sophisticated Invalid Traffic) violation rate as 17%. These violations include incidents of bot fraud, site fraud, app fraud, hijacked devices, non-human data center traffic, and injected ad events, all of which inflate online advertising impressions or data events to generate revenue. This years report explores how media buyers are approaching key trends, including AI,
attention measurement, emerging media, and made-for-advertising (MFA) sites.
Additionally, it provides data on the regions performance regarding attention, brand safety and suitability, fraud, and viewability. In APAC, 60% of marketers think Al-driven campaign optimisation will have the most significant positive impact on media quality. While 58% of APAC marketers spend over 20% of their workweek manually optimising digital media campaigns, a total of 54% of marketers in APAC said that emerging channels have a negative impact on media quality.
Furthermore, regional insights from the report (APAC and India) states, the APAC region drives the highest overall attention with an average attention index of 124, with India performing exactly at the regional benchmark. While brand suitability violations are declining across APAC, India experienced a 3% decrease. Next, in the APAC region, navigating brand safety during elections is tough, with 56% of media buyers concerned about political news cycles, inflammatory politics & news content doubled before the 2022 Indian presidential election, peaking at 860% above the year-to-date average, two days before the nomination deadline.
Despite an 85% decrease in CTV fraud rate, the device remains with the highest fraud rate in APAC. Media buying is concentrated heavily on mobile channels in APAC, which represent over 70% of total impressions for the region. Also, the video viewable rate in India increased by 19%, reaching 79%, which is above the global average of 71%. India’s Display Viewable Rate (70%) also witnessed an upward trend, increasing 3% from last year.