Digital Ad Trust Report Q1 2026: Visibility Rises Significantly
The Digital Ad Trust Report for the first quarter of 2026 shows a positive trend in the Swiss digital advertising market: The visibility of display and video formats is increasing noticeably, while ad fraud and brand safety remain at historically low levels.
Digital Ad Trust Report Q1 2026: Visibility on the Path to Growth
The Digital Ad Trust Switzerland initiative has published the results of the Digital Ad Trust Report for the first quarter of 2026. The data shows an overall positive trend in the Swiss digital advertising market: visibility for display and video formats increased significantly compared to the previous quarter, while ad fraud and brand safety remain at extremely low levels.
Display Visibility: Broad Increase Across All Devices
Overall visibility for display advertising rose to 74.5 percent in the first quarter of 2026, representing an increase of 1.8 percentage points. On desktop, visibility rose to 81.1 percent (+1.5 percentage points). The 300×250 format, in particular, gained 1.7 percentage points to reach 77.7 percent. The 300×600 format remains at a very high level of 87.4 percent.
The mobile sector is showing even more dynamic growth: Overall visibility rose to 70.2 percent (+1.9 percentage points). Of particular note is the 300×250 format, which saw an increase of 3.2 percentage points to 69.7 percent.
Ad Fraud Continues to Decline in Digital Ad Trust
The ad fraud rate (SIVT) declined slightly overall to 0.53 percent (–0.05 percentage points), confirming the long-term trend toward a very secure advertising environment. While desktop remains virtually stable at 0.90 percent, mobile once again recorded very low figures of 0.32 percent (–0.04 percentage points). Rates are particularly low for large-format mobile ads.
Brand Safety Consistently at the Highest Level
The blocking rate in the area of brand safety remains at a minimal 0.03 percent, which, according to the initiative, underscores the high quality of Swiss digital inventories.
Video Visibility: Steady Growth with Some Upswing
Overall visibility in the video segment rose slightly to 75.0 percent (+0.3 percentage points). Mobile instream formats are performing particularly well, reaching 79.9 percent (+3.4 percentage points). On desktop, the picture is mixed, with strong instream figures of 82.6 percent, while outstream is down slightly.
Roland Ehrler, President of Digital Ad Trust Switzerland, comments on the figures: «The start of the year shows a very encouraging trend: rising visibility coupled with a continued decline in ad fraud. This confirms the high quality and maturity of the Swiss digital advertising market.»
About Digital Ad Trust Switzerland
The three associations—IAB Switzerland Association (IAB), Leading Swiss Agencies (LSA), and the Swiss Association of Advertising Clients (SWA)—have founded the Digital Ad Trust Switzerland association. The association is committed to promoting greater transparency in digital advertising. Its focus is on certification, education, and training, particularly in the areas of ad fraud, brand safety, visibility, user experience (UX), and other challenges in the Swiss digital market. The association is a non-commercial, non-profit organization.
For more information https://digitaladtrust.ch
