From rising bot fraud to the rising impression of consideration metrics, DV’s newest report reveals key tendencies shaping media high quality and efficiency
NEW YORK — DoubleVerify (“DV”) (NYSE: DV), the main software program platform to confirm media high quality, optimize advert efficiency, and show marketing campaign outcomes, immediately launched its 2025 International Insights: North America Report. The annual report highlights rising promoting tendencies and media high quality benchmarks, based mostly on a couple of trillion impressions throughout desktop, cell, and CTV environments, together with survey responses from 400 promoting and advertising and marketing decision-makers and three,000 customers throughout the area.
Key findings embrace:
DV’s survey of 400 promoting and advertising and marketing decision-makers discovered that social media outperforms all different channels in driving marketing campaign efficiency above the baseline, particularly reels and feeds. When requested to rank the top-performing channels, 77% cited social media reels and 75% named social feeds. The highest-five have been rounded out by 69% for CTV, 67% for commerce media networks, and 58% for programmatic open internet.
In parallel, DV’s survey of three,000 North American customers revealed that on-line content material consumption was on the rise, with customers spending a median of three.8 hours per day on leisure content material (media that folks devour for enjoyment, rest, or private curiosity slightly than for work, examine, or utility). Nevertheless, 41% of respondents additionally reported utilizing advert blockers, signaling that whereas digital consumption and engagement are rising, so too is client resistance to disruptive or low-quality advert experiences.
In keeping with DV information, North America has seen bot fraud surge 101% year-over-year, with a 106% enhance within the U.S. alone, in contrast with a 35% decline in Canada. Bot fraud peaked within the second half of 2024—up 122% in Q3’24 vs Q3’23 and 234% in This autumn’24 vs Q2’23—pushed largely by cell app video adverts. Desktop show and CTV video adverts, nevertheless, additionally represented vital shares of fraudulent bot exercise, in accordance with DV’s evaluation.
AI-powered crawlers and scrapers have gotten a rising supply of invalid site visitors (IVT). Within the second half of 2024, basic invalid site visitors (GIVT) spiked 86% year-over-year in 2H, with 16% of that tied to bots linked to authentic AI instruments resembling GPTBot, ClaudeBot, and AppleBot. This surge underscores the significance of monitoring GIVT as AI-based scraping turns into extra prevalent.
Genuine Viewability, as soon as a primary proxy for evaluating “consideration,” noticed modest positive aspects in 2024—rising to 71% in North America, a 3% enhance from the prior 12 months. Development was fueled by a 4% uptick in desktop video and a 16% surge in CTV video genuine viewability. But, because the business shifts to extra exact attention-based metrics, North America nonetheless lags the worldwide consideration common, per DV information, by 4%. A significant factor: poor efficiency from small-sized in-app show adverts, which scored 35% under the worldwide benchmark in Publicity, DV’s metric for evaluating advert presentation by way of components like viewable time, share of display screen, video high quality, and audibility.
“As media investments turn into extra complicated and fragmented, our insights supply a essential roadmap for advertisers searching for to cut back waste, maximize engagement, and drive tangible outcomes throughout North America and past,” mentioned Mark Zagorski, CEO of DoubleVerify. “With a deep, clear view into media high quality and efficiency, we empower manufacturers to make smarter media funding selections and ship superior outcomes.”
To view the total report, go to: doubleverify.com/2025-dv-global-insights-north-america-report/
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the business’s main media effectiveness platform that leverages AI to drive superior outcomes for world manufacturers. By powering media effectivity and efficiency, DV strengthens the internet marketing ecosystem, preserving the truthful worth trade between patrons and sellers of digital media. Study extra at www.doubleverify.com.
