Fraudulence—and Viewability—Higher in Programmatic Digital Display Ads in France - eMarketer
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Fraudulence—and Viewability—Higher in Programmatic Digital Display Ads in France

Overall, nearly 8% of digital display ads were deemed fraudulent

Programmatic digital display ads in France were more likely to be fraudulent than the average display ad in Q1 2016 in France, Integral Ad Science found. Overall, there was no possibility of 7.7% of all impressions being viewed by a human.

Digital Display Ads in France that Are Fraudulent*, by Purchase Method, Q1 2016 (% of impressions in each group)

While 8.4% of programmatic digital display ads in France were found to be fraudulent, only 6.6% of publisher direct ads were determined to be so.

Looking only at digital video ads, viewability was better with programmatic advertising, which had a rate of 61.4%. Publisher direct ads, meanwhile, had a rate of 59.8%. These are, of course, not gigantic differences, but notable nonetheless.

Syndicat des Régies Internet (SRI) and PricewaterhouseCoopers (PwC) estimate that programmatic digital display ad spending made up almost half of all display ad spending in France in 2015, up from the 27% share a year previous.

Viewability Rate for Digital Video Ads in France, by Purchase Method, Q1 2016 (% of impressions in each group)

Meanwhile, eMarketer estimates that display ad spending totaled $770 million in 2015—close to 30% of total digital advertising in France—and will hit $850 million this year. By 2020, display advertising in France will total $1.14 billion, and a market share of nearly 34%.

These figures are lower than the UK or Germany, but higher than the likes of Spain and Italy, putting France firmly in the middle of display advertising revenue in Western Europe.

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