Block rate of keywords drops 3% YoY

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 1:45 AM UTC

Data from 80 countries and across advertisers representing over 2,000 brands was studied.

This article cites a DoubleVerify report which revealed a downward trend in blocklisting. As per the report, the block rate has dropped 3% YoY. A block rate can be understood as “the number of times advertisers pull ads because of keywords or other issues.”

However, in the mobile apps sector, block rate went up to 7%. Blocking on mobile web and desktop fell 5%. Further, ads surrounding news saw the highest user engagement in 2020.

Bot fraud accounted for 78% of fraud incidents on CTV. The report found non-certified fraud rate to be nine times higher than publisher-direct buys.

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