Digital Ad Trust: Ad fraud and brand safety stable, visibility declining
The "Digital Ad Trust Switzerland" initiative has published its latest report. While the ad fraud rate remains at a very low level and brand safety remains stable, the visibility of digital advertising recorded a slight decline in the fourth quarter of 2024.
The viewability rate for display advertising was 71.6%, 0.4 percentage points lower than in the previous quarter. Desktop formats remained at a high level of 80.0%, with individual formats such as 994×250 even increasing slightly. Mobile advertising formats achieved a visibility of 68.0%, although the widely used 300×250 format recorded a decrease of 2.9 percentage points.
The ad fraud rate remained at a consistently low level of 0.48%. On desktop, it was 0.96%, while mobile formats hardly changed at 0.34%. The 300×250 format showed a slight increase, but remained in the non-critical range at 0.45%.
The brand safety rate remained at 0.02% and thus remained at the previous record low. The risk for brands therefore remained extremely low, even in the Christmas quarter with its high level of bookings.
"The stable ad fraud and brand safety values show that the transparency and quality of digital advertising remain at a high level," says Roland Ehrler, President of Digital Ad Trust Switzerland. "Despite the slight decline in visibility, trust in digital advertising formats remains high." A positive signal for advertisers and publishers, concludes Ehrler.
