Less ad fraud, unchanged visibility
New figures for the digital advertising market: In the fourth quarter of 2022, Digital Ad Trust Switzerland reported that visibility metrics remained unchanged, while ad fraud has declined significantly once again.
For the fourth quarter of 2022, Digital Ad Trust Switzerland notes almost unchanged visibility values, although these have improved slightly: on desktop by 0.7 percentage points and on mobile by 0.2 percentage points. Ad fraud - after the significant increase in the last quarter - has now fallen again significantly to a new value of 0.55 percent. The Brand Safety values surveyed by IAS have again fallen substantially from a very low level and now stand at 0.05 percent.
Slightly better visibility rates
In the fourth quarter of 2022, overall viewability across all formats was unchanged at 62.6 percent. The medium rectangle and the half-page ad on desktop, which improved in the last two quarters, now lost slightly with 1.4 and 0.6 percentage points respectively. The Wideboard, which recently lost a lot of visibility, improved by 5.6 percentage points to 57.3 percent. The mobile rectangle increased slightly by 0.2 percentage points to 58.6 percent.
The Sophisticated Invalid Traffic (SIVT) ad fraud rate dropped significantly again in the fourth quarter and now stands at a new value of 0.55 percent across all channels.
At 0.05 percent, the brand safety values surveyed by IAS are at a very low level, almost two-thirds lower than in the previous quarter.
