On February 27th, 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 showed a downward trend in 2023.

The report indicates that the demand for social media in Asia is enormous, with 60% of global social media users originating from this region. Marketers are aware of the importance of measuring media quality, with 91% believing it is essential for boosting the effectiveness of digital advertising, and 98% have used tools to validate ads in their campaigns.

However, despite choosing to use ad validation tools, marketers don't always do so, with one in three using them only on a case-by-case basis. A significant portion of marketers surveyed were unable to assess the effectiveness of their digital media spending; only 17% of respondents evaluated key performance metrics such as brand relevance, impressions, ad fraud, or whether ads were being run in the correct geographic area.

According to Jeremy Chang, Senior Director at DoubleVerify, with the increasing growth in digital advertising spending in the APAC region, advertisers need to protect their investments through continuous verification across advertising channels to prevent losses due to ad fraud and violations related to display or brand relevance.

In Vietnam, a report by DoubleVerify shows that advertising quality is also a top priority for businesses. For example, advertising fraud decreased by 25% in 2023. However, violations related to display or brand relevance increased by 47%... Advertising fraud is occurring on many platforms, especially display-related ads, as ad providers constantly employ tricks, even inserting ads into "blacklisted" websites and comments on social media, to meet the quotas for businesses.

Responding to VietNamNet's question about how to detect advertising fraud, Jeremy Chang said that although his unit has used AI tools and technology to detect fraud, it is still very difficult. The most effective solution currently is to scan for fraudulent channels and then create a list so that advertisers can avoid using those channels.

In Vietnam, the Ministry of Information and Communications has recently released a list of "verified" online content for businesses to use in advertising. In its latest update in February 2024, the White List includes 3,066 accounts, content channels, community pages, and community groups belonging to press agencies; radio and television stations and broadcasting units; and organizations and individuals involved in providing, creating, and exploiting digital content.

According to Corina Trang Luong, Senior Business Director of DoubleVerify Vietnam, positioned as the third fastest-growing advertising market in Southeast Asia, Vietnam is a strong market with enormous potential in digital business, with digital advertising revenue expected to reach $2.6 billion in 2024.