Following on from its Refresh launch last week, IAB Australia has released the first tranche of its Invalid Traffic (IVT) Benchmarks and outlined recommendations to help advertisers optimise their media inventory quality. The report emphasises the importance for advertisers and agencies to use accredited third party Invalid Traffic (IVT) measurement services to monitor inventory quality. It also recommends vendors are used to access human traffic; and encourages media owners to discuss the issue with their ad-serving vendors.
The IVT Benchmarks data, which was collected by PwC from third party measurement vendors including Comscore, Integral Ad Science (IAS) and Moat, indicates that over 96% of all Australia inventory in November 2016 was valid human traffic. The data showed 3.7% invalid traffic was reported on desktops and 3.8% on mobiles.
The IVT Benchmarks will be published twice a year to track changes in market. Data from other vendors who have been accredited by the Media Ratings Council (MRC) may also be added to future reports
IAB Australia has committed to providing independent data on key issues impacting the digital advertising industry. The release of the IVT Benchmarks follows on from the first IAB Australia Ad Blocking Study released in October 2016 and the Australian Viewability Benchmarks and white paper which were released in December 2016.
Jonas Jaanimagi, IAB Executive Consultantsaid "Invalid traffic is certainly not a new phenomenon but as a result of the sophistication of those actively attempting to mimic human behaviours online the IAB will be regularly providing relevant market updates for Australia, as well as generally advising members to review the related filtering capabilities with their technology vendors."
Invalid traffic does not automatically indicate ad-fraud. While ad fraud is considered a component of invalid traffic, the traffic can include general invalid traffic such as bots, spiders, crawlers and other routine means of filtration; as well as sophisticated in valid traffic such as hijacked devices, ad tags or creative, malware and misappropriated content.
Vendors or advertisers interested in further information should contact the IAB Executive Technology Council lead, Jonas Jaanimagi.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia's principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.
By addressing the core pillars of growth of the online advertising industry - simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB's membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit: www.iabaustralia.com.au