On February 27, in Ho Chi Minh City, DoubleVerify, a platform specializing in providing digital media measurement and analysis services, released a report on media quality and effectiveness standards in the Asia-Pacific (APAC) market.

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Online advertising fraud in Vietnam is expected to decrease in 2023.

The report said that the demand for social media in Asia is huge, with 60% of global social media users coming from this region. Marketers are aware of the importance of measuring media quality, with 91% saying it is essential to boost digital advertising effectiveness, and 98% using tools to validate ads in their campaigns.

However, despite opting to use ad verification tools, marketers do not always do so, with one in three only using ad verification tools on a case-by-case basis. A significant portion of marketers surveyed are unable to measure the effectiveness of their digital media spend, with only 17% of respondents measuring key performance metrics such as brand relevance, visibility, ad fraud, and whether ads are running in the correct geographic area.

As digital ad spend continues to grow in APAC, advertisers need to protect their investments through continuous verification across channels to prevent ad fraud and display or brand suitability violations, said Jeremy Chang, Senior Director at DoubleVerify.

In Vietnam, DoubleVerify's report shows that advertising quality is also a top concern for businesses. Typically, advertising fraud decreased by 25% in 2023. However, violations related to display or brand suitability increased by 47%... Advertising fraud is happening on many platforms, especially display-related advertising, when advertising providers continuously come up with tricks, even inserting ads into "black" websites, comments on social networks, to meet the demand of businesses.

Responding to VietNamNet about how to detect advertising fraud, Mr. Jeremy Chang said that although the unit has used tools and AI technology to detect fraud, it is still very difficult. The most effective solution now is to search for fraudulent channels, then make a list so that advertisers do not choose these channels anymore.

In Vietnam, the Ministry of Information and Communications has recently released a list of “verified” online content for businesses to use for advertising activities. In 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 operating units; organizations and individuals providing, creating and exploiting digital content.

According to Ms. Corina Trang Luong, Senior Business Director of DoubleVerify Vietnam, with its positioning as the 3rd fastest growing advertising market in Southeast Asia, Vietnam is a strong market with great potential in terms of digital business, with revenue from digital advertising expected to reach 2.6 billion USD in 2024.