Digital Ad Trust Report Q2 2026: Ad Fraud at an All-Time Low
The Digital Ad Trust Report for the second quarter of 2026 shows a significant decline in the ad fraud rate as well as improved video visibility in the Swiss digital advertising market. Despite slight fluctuations, display visibility remains at a solid level.
Digital Ad Trust Report Q2 2026: Quality in the Swiss Digital Advertising Market Is on the Rise
The Digital Ad Trust Switzerland initiative has published its quarterly report for the second quarter of 2026. The Digital Ad Trust Report documents the latest metrics on visibility, ad fraud, and brand safety in the Swiss digital advertising market—and the results are largely encouraging: The ad fraud rate has dropped significantly, video visibility continues to improve, and display visibility remains at a good level despite a slight decline.
Display visibility remains at a solid level
The overall visibility of display advertising stood at 73.3 percent in the second quarter of 2026. Compared with the previous quarter, this represents a decline of 1.2 percentage points.
Desktop formats achieved an average visibility of 80.7 percent, down 0.4 percentage points from the previous quarter. The 300×600 format once again achieved the highest visibility at 87.1 percent. For the 994×250 format, visibility fell by 2.1 percentage points to 71.4 percent.
Visibility for mobile formats showed a slight increase. Average mobile visibility rose by 0.3 percentage points to 70.5 percent. The 320×416/480 format performed particularly well, with its visibility increasing by 2.4 percentage points to 73.6 percent.
Video Visibility Further Improved
Overall visibility for video ads rose by 0.9 percentage points to 75.9 percent in the second quarter. Desktop video formats achieved an overall visibility of 78.6 percent, representing an improvement of 2.3 percentage points. The trend was particularly pronounced for desktop outstream: visibility there rose by 3.9 percentage points to 75.9 percent.
For mobile video formats, average visibility increased slightly by 0.3 percentage points to 74.6 percent. Mobile instream achieved a visibility rate of 77.9 percent, while mobile outstream stood at 68.6 percent.
Significant Decline in the Ad Fraud Rate
One of the most notable improvements highlighted in the Digital Ad Trust Report for Q2 2026 concerns ad fraud: The ad fraud rate fell significantly in the second quarter, by 0.17 percentage points, to 0.36 percent. As a result, ad fraud remains at a very low level in the Swiss digital advertising market covered by the report.
For desktop formats, the average SIVT rate decreased by 0.42 percentage points to 0.48 percent. All desktop formats analyzed showed a decline. The improvement was particularly pronounced for the 300×250 format, where the ad fraud rate fell by 0.62 percentage points to 0.30 percent. For mobile formats, the SIVT rate also remained very low at an average of 0.31 percent—a slight decrease of 0.01 percentage points compared to the previous quarter.
Brand Safety Remains at a Very Low Level
The brand safety block rate was 0.06 percent in the second quarter. Compared to the previous quarter, this represents an increase of 0.03 percentage points. Despite this slight increase, the proportion of blocked ad impressions remains at a very low level.
Roland Ehrler, President of Digital Ad Trust Switzerland, comments: «The significant decline in the ad fraud rate is a strong indicator of the quality of the Swiss digital advertising market. At the same time, the visibility of video ads continues to trend positively. Display visibility also remains at a very good level despite slight fluctuations. The results confirm how important transparent measurements and binding quality standards are for digital advertising.»
For more information https://digitaladtrust.ch
