Brand safety violations have risen by 25% in the last year, according to the 2018 Global Insights Report by DoubleVerify, largely due to the surge in fake news and unsubstantiated content, which has creating a problematic backdrop for high-profile brands advertising online.
"With the stakes higher than ever, it's critical that digital marketers around the world have a holistic approach to brand safety, digital ad fraud and viewability," said Wayne Gattinella, CEO of DoubleVerify. "Advertisers are demanding clarity and confidence in the quality of the online platforms and content with which their brands are associated."
The new 2018 data indicates that there are four key trends that should be top of mind for digital marketers today: Media quality, which continues to be the number one issue currently challenging digital performance today; the rise of fake news and hate speech, bringing brand safety to the forefront; the increase in mobile fraud, as mobile ad fraud has increased by 800% in the past year; and finally, ad viewability, which is improving globally, yet continues to fall short of expectation. In regards to ad viewability, the report found that 56% of display ad impressions and 63% of video ad impressions were viewable – way short of the standard set by the IAB, which established the objective at 70%.