Study: Indonesia's programmatic inventory sees lower brand risk than publisher direct

Indonesia's programmatic inventory registered lower brand risk overall than publisher direct inventory, according to Integral Ad Science's Media Quality Report for the first half of 2021. On the mobile web display front, publisher direct inventory showed a brand risk level of 5.6% compared to 3.9% observed via programmatic inventory. 

Meanwhile, mobile web display inventory in Indonesia registered the highest brand risk globally at 4.5% in H1 2021, while the worldwide average stood at 2.6%. At the same time, however, Indonesia also saw one of the biggest reductions in brand risk (4.8%) for mobile web display in H1 2021 compared to the same period last year. On the desktop display front, Indonesia also saw a dip in brand risk from 5.3% last year to 4.7% this year.

Citing 2021 statistics from We Are Social and Hootsuite, IAS' report said Indonesia is a mobile-first market, with 96.4% of the country’s 202.6 million internet population using the device to access the web, and mobile ads are deeply embedded in most marketing strategies. IAS SVP APAC, Laura Quigley, explained that Indonesia's programmatic buys have seen higher media quality performance than publisher direct inventory, generating far lower risk and fraud rates for advertisers through optimisation strategies such as pre-bid targeting.

Therefore, spending on programmatic will become even more essential. As the technology evolves, programmatic will not only facilitate investment into quality impressions but also drive value beyond verification with privacy-compliant, contextual avoidance and targeting combined with enriched channel-level insights. 

Overall, Asia Pacific was ranked among the top brand safe markets for desktop display by IAS. Vietnam, India and New Zealand were ranked among the top brand safe markets globally for desktop display, resulting in global brand risk to drop by 1.8% year-over-year to 2.4% in H1 2021. Vietnam's desktop display brand risk was 0.6% while India reduced its risk from 2.2% in H1 2020 to 0.8% this year. This was followed closely by New Zealand at 1.3% and Singapore at 1.4%.

Despite this, Singapore and Japan had the highest ad fraud rates in desktop display. Singapore, for example, had the largest ad fraud increases in this category, pushing its respective optimised-against-ad-fraud levels up by 0.9% to 3%. This, according to IAS, is the highest worldwide. Meanwhile, viewability on display environments in Singapore saw a dip, with desktop display dipping 7.3% to report 62.5% and mobile web display at 56.8%. However, on mobile app display, viewability jumped 8.7% to 74.9%. This makes it one of the most viable environments in Singapore.

At the same time Japan's ad fraud rate remained the second-highest globally at 2.6% despite dropping by 0.2% from last year. On a whole, the ad fraud levels for both markets exceeded the 1.0% global average. Japan's viewability rate dipped from 57.4% to 54.8% on desktop display, going below the global average of 69.5%. Japan's mobile web display viewability dipped by 6.5% to 45.4% compared to the global average of 64.3%. 

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Photo courtesy: 123RF

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