The overall quality of Digital Advertising is on the boost


With the commencement of more online ads in –view, also a makeable downfall in fraud rates and risks of brand safety also both at their lowest level in Q1 2016 than in the previous four quarters of 2015. A significant improvement has been noticed in the Digital advertising quality as compared to last year.

The overall outcome of the Q1 2016 Media Quality Report from Integral Ad Science showed that 57% of ads were estimated to be in view whilst 5% of ads were fraudulent. Brand risk – the percentage of impressions found next to content that poses a significant brand safety risk – was measured at 7%.

The news comes in the same week as JICWEBS has published its Good Practice Principles designed to reduce online ad fraud.

Niall Hogan, UK managing director and strategy development EMEA for Integral Ad Science, said  “The Q1 2016 report shows that work undertaken by UK industry bodies such as IAB and JICWEBS is helping raise awareness around media quality issues for online advertisers,”

While, the current quarter’s report saw the introduction of Ad Clutter benchmarks, which were intended to help advertisers observe the share of voice of their campaigns on a web page. According to Integral Ad Science, the first research shows that 3.2% of impressions during the first quarter were served on pages with six or more ads, indicating that the problem is under control, although the ad clutter figure was 3.5% for programmatic advertising for publisher direct advertising it measured 1.6%.

Scott Knoll, CEO of Integral Ad Science, said “The release of clutter benchmarks is our latest weapon against cleaning up the ad ecosystem.”


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