Digital Ad Trust Report: Visibility declining, ad fraud and brand safety stable

The Digital Ad Trust Switzerland initiative has published its latest quarterly report for the fourth quarter of 2025. The latest key figures on visibility, ad fraud and brand safety in the Swiss digital advertising market show an overall decline in visibility across display and video formats at the end of the year. Ad fraud and brand safety, on the other hand, remain at a very low and stable level.

Display visibility decreases on desktop and mobile

The overall visibility for display advertising was 72.7% in the fourth quarter of 2025, which corresponds to a decrease of 2.5 percentage points compared to the previous quarter. On desktop, overall visibility fell to 79.6% (down 1.7 percentage points). The 300×250 format in particular lost 2.5 percentage points and achieved a viewability of 76.0%, while the large-format 300×600 still has a high viewability of 86.3%.

In the mobile sector, overall visibility fell more sharply to 68.3% (down 2.9 percentage points). The 320×416/480 format was particularly noticeable, falling by 3.6 percentage points to 71.2%. Only the mobile format 300×600 showed a slightly positive development with an increase of 0.6 percentage points.

Ad fraud remains at a very low level

The ad fraud rate (SIVT) remained at a very low level in the fourth quarter. Overall, it stood at 0.58%, which corresponds to a slight decrease of 0.03 percentage points. While the desktop ad fraud rate rose to 0.98%, the mobile segment improved further to 0.36% (down 0.15 percentage points). Mobile high-impact formats showed particularly low values.

Brand Safety at a constant record level

The blocking rate in the area of brand safety remained virtually unchanged at 0.02%, once again underlining the high quality and security of digital advertising environments in Switzerland.

Video visibility: Declines for Instream, stable outstream formats

The overall visibility for video ads in the fourth quarter was 74.7% (down 1.4 percentage points). Mobile in-stream formats in particular saw a decline at 76.5% (down 3.6 percentage points). By contrast, positive impetus came from outstream formats, both on desktop (up 1.1 percentage points) and mobile (up 0.2 percentage points).

Roland Ehrler, President of Digital Ad Trust Switzerland, assesses the results: "The figures for the fourth quarter show a typical development in the Christmas quarter, which is heavily booked with advertising. Despite declining visibility values, the quality of the Swiss digital market remains high, and the very low ad fraud and brand safety values in particular confirm the trust in the ecosystem."

For more information https://digitaladtrust.ch