According to Mr. Jeremy Chang, Senior Director of DoubleVerify, in the context of increasing growth in digital advertising spending in the APAC region, advertisers need to protect their investments through their activities. Continuous verification, throughout advertising channels, to prevent losses due to advertising problems as well as violations related to display or brand suitability.
In Vietnam, DoubleVerify’s report shows that advertising quality is also the top concern of units. Typically, ad fraud decreased by 25% in 2023. However, violations related to display or brand suitability increased by 47%… Ad fraud is happening on many platforms, especially display-related ads, when advertising providers continuously offer tricks, even inserting ads into “black” websites, comment on social networks, to meet the needs of businesses.
Reply VietNamNet Regarding how to detect advertising fraud, Mr. Jeremy Chang said that although this unit has used AI tools and technology to detect fraud, however, this is still very difficult. The most effective solution today is to detect fraudulent channels, then create a list so that advertisers do not choose these channels anymore.
In Vietnam, recently, the Ministry of Information and Communications has also released a list of “verified” online content for businesses to use for advertising activities. At the latest update in February 2024, the White List includes 3,066 accounts, content channels, community pages and community groups of press agencies; radio and television stations and television operations units; Organizations and individuals providing, creating, and exploiting digital content.
According to Ms. Corina Trang Luong, Senior Sales Director of DoubleVerify Vietnam, with its position as the third fastest growing advertising market in Southeast Asia, Vietnam is a strong market with great potential in the future. In terms of digital business, revenue from digital advertising is expected to reach 2.6 billion USD in 2024.
