WFA Marketing Tools
A repository of global digital ad quality data provided by leading industry vendors. It offers insights on viewability and ad fraud, split by region, country and channel.
This tool is WFA member-only content. If interested in WFA membership and its benefits, please get in touch with our membership team.
The Digital Media Benchmark is an anonymised benchmark that breaks down vendor reported levels of viewability and ad fraud by country, region and channel.
Updated every quarter, it will serve as a first-of-its-kind, comprehensive and dynamic resource for WFA members.
Data is submitted quarterly by industry partners Adloox, DoubleVerify, Integral Ad Science, Meetrics and MOAT.
A key condition for participation in this initiative is that vendors must have an MRC accreditation for the areas within which we provide data.
To view the Digital Media Benchmark in full screen, please click here.
The verification technology deployed by vendors participating in WFA’s Digital Media Benchmark meets MRC’s high standards. But the sophistication of criminals executing ad fraud is ever-increasing and all vendors remain susceptible to emerging ad fraud techniques.
Additionally, although the Digital Media Benchmark dataset is considerable, by definition, it only includes impressions from advertisers that have deployed ad verification technology. As a consequence, this is a view of the quality of the most vigilant advertisers and not the entire market.
Finally, due to the specific arrangements that verification vendors have in place with large digital enterprises (including Facebook or Google owned environments), data from these platforms is not included in the Digital Media Benchmark.
In summary, this data should not necessarily be considered to reflect the whole picture. The Digital Media Benchmark provides a valuable set of baseline benchmarks, but WFA asks marketers to consider the limitations of the data and to use with caution.
Data Evolution
The Digital Media Benchmark will evolve over time with an increase in the number of markets and channels where minimum data thresholds have been met. In addition, as vendors come in (and out) of MRC accreditation status, WFA will seek to add (or remove) vendors to the Digital Media Benchmark as appropriate.
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