Global Ad Trends: Threats to digital advertising

This report summarises the latest research from WARC's Data platform, with a focus on threats to the digital advertising ecosystem. Key findings include: 
  • The 'tech tax' accounts for $30bn in the programmatic buy chain.
  • As many as 265m Facebook accounts are worthless to advertisers.
  • Brand perception changes with negative adjacency, and one in five consumers will take direct action.
  • Three in four clicks on desktop half page ads are fraudulent, but rates reduce with screen size.
  • Almost half of programmatic ads do not meet Media Rating Council standard.
  • Only one in four viewable desktop ads is actually seen.
  • TAG-certified channels reduce fraud rate by 83%.
Other key media intelligence includes Google leveraging its market share to move...

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