• Summary

• Full Report

• Press Release

Summary

As well as sustaining IVT rates of below 1% in TAG-Certified Channels (TCCs) for the sixth consecutive year, the European market has also seen 77 times more available TCC inventory compared to 2019; meaning there is more low-IVT inventory available to buy than before. 

Thanks to the global adoption of TAG's Certified Against Fraud (CAF) programme and increased awareness of adfraud mitigation strategies, tactics and tools, Europe has proven this effective TCC flywheel works as it continually drives IVT rates to below 1%. The cycle starts with buyers requesting to work with TAG-Certified partners, ensuring their media plan invests in low-IVT inventory and maintaining the laser focus on adfraud-free inventory. 

From the in-depth qualitative interviews with senior executives from the participating agencies and other ad tech companies, the notable themes from those conversations include:

1. Industry executives believe success of anti-fraud model should be extended to other industry challenges. After six years of low IVT rates in TCCs in Europe, agencies increasingly see IVT as an area for vigilance rather than urgent action, whilst focusing on challenges around wasted ad spend. Executives cited TAG’s collaborative anti-fraud programme as a model for other industry challenges, particularly in transparency.
2. Agencies see continued confusion around definitions of Made-for-Advertising (MFA) inventory.
   European agency executives focused on the problem of Made-for-Advertising inventory and highlighted an industry misconception that MFA falls within the definition of ad fraud (i.e., IVT). Executives felt the industry needed a clear and consistent definition of MFA. 
3. Executives called for a balance of automation with a continued “human touch.”
   While automated programmes have simplified and standardised IVT reduction, agency execs stressed the importance of continued human engagement in the process. As one exec noted, “automated processes should benefit ad fraud prevention, but over-automation could cause blind spots,” as well as unintended consequences. 

Full Report

To download the full 2024 European Fraud Benchmark Report, click below. 

Press Release

To read the full press release, click below.