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1、17TH EDITIONMedia Quality ReportDrive business outcomes with better media qualityTable of contentsIntroduction Pg.4Definitions Pg.5Key Trend of H1 2022 Pg.6Viewability Pg.9Ad Completion Pg.17Time-in-View Pg.21Ad Fraud Pg.26Brand Risk Pg.32Looking Ahead Pg.38About IAS Pg.40804090510217th E
2、ditionLisa UtzschneiderChief Executive Officer Integral Ad Science3After several years of massive societal shifts,consumers are seeing more consistent trends in their everyday lives.In digital advertising,however,we know the ecosystem will continue to evolve as new innovations emerge and content cre
3、ation increases enhancing the need for reliable media quality metrics.At Integral Ad Science,our benchmarks serve as actionable insights to help marketers stay ahead of the unpredictability of digital media.Were proud to be a global leader in media quality,providing marketers across the world with i
4、nsights they can count on for peak performance.The Media Quality Report(MQR)uncovers global performance metrics across key categories based on our vast data,helping our customers set campaign standards and optimize marketing strategies.Our biannual MQR is just one of the many ways we uphold our miss
5、ion to build trust and transparency for the worlds leading brands,publishers,and platforms.I look forward to sharing our latest benchmarks with you to provide the standards that help you drive business outcomes.Foreword from our CEO317th EditionAs we gradually emerge from several years of unpredicta
6、bility,the advertising industry has learned that digital trends may not be as consistent or long-lasting as they once were.As such,digital media is progressing at a swift rate,with content creation rapidly booming and new platforms constantly emerging.In this report,we explore how media quality has
7、evolved over the past six months,and how marketers can use these shifts to maximize future campaign performance.At Integral Ad Science,we measure trillions of data events monthly and observe global media quality developments in real-time.The Media Quality Report leverages this database to offer an i
8、ndustry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory.4Introduction01417th EditionDefinitionsViewabilityAd FraudBrand RiskOptimized FraudNon-Optimized FraudAd CompletionTime-in-ViewPer the Media Ratings Council(MRC)standards,a display ad imp
9、ression is considered viewable if at least 50%of pixels are on screen for at least one second after the ad has rendered.A video ad impression is viewable if the ad is playing while at least 50%of the pixels are on screen for at least two continuous seconds.Any impressions resulting from a deliberate
10、 activity that prevents the proper delivery of ads to real people,at the right time,in the right place resulting in financial or opportunity loss by the advertiser and/or publisher in a particular transaction.Impressions on pages that are flagged for posing various levels of harm to brand image and/
11、or reputation through association,based on eight core content categories:Adult,Alcohol,Gambling,Hate Speech,Illegal Downloads,Illegal Drugs,Offensive Language,and Violence.Optimized fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy.Non-optimized fraud benchmark
12、s represent campaigns that did not incorporate a form of fraud mitigation strategy.These benchmarks reflect a global average.Represents the share of viewable video ad impressions that remained in view through each quartile of the advertisement play time.Time-in-view is the average duration that a vi
13、ewable impression remains in view.Impressions that are not viewable according to the Media Ratings Council(MRC)standard are not included in this calculation.02517th EditionKey Trendof H1 202203617th EditionRethinking viewability optimizationViewability has become a go-to key performance indicator fo
14、r advertising campaigns across digital environments.Its perhaps the most basic requirement after all,no advertiser wants to pay for ads that arent given a chance to be viewed by a human.The simplicity of viewability makes it easy for marketers to understand,activate,and set custom standards.And as a
15、d buyers continue to weed out non-viewable impressions,worldwide viewability rates have soared,rising as much as 15 points in some formats between 2019 and 2022.In the first half of 2022,only mobile web display ads averaged less than 70%viewability worldwide.Video ads in mobile environments boasted
16、viewability rates above 80%during this time period.60%65%70%H1 2019H2 2019H1 2020H2 2020H1 2021H2 2021H1 202275%80%85%KEY TRENDDesktop DisplayDesktop VideoMobile Web DisplayMobile Web VideoMobile App DisplayWorldwide Viewability Rates,by Environment and Format H1 2019-H1 2022717th EditionRethinking
17、viewability optimizationBut is the quest to achieve 100%viewability the key to success?Recent findings by IASs Insights As A Service(IAAS)team suggest there is a point of diminishing return for viewability:while targeting higher viewability with pre-bid segments may lead to higher quality impression
18、s,marketers can risk compromising scale.The experiment showed that reach was highest for pre-bid segments targeting viewability rates between 40%-50%,with clear but limited reductions in reach up to a viewability target of 60%.When pre-bid segment optimization was set to 70%viewability and higher,a
19、41%drop in reach followed.Additionally,supply that qualified for higher viewability pre-bid segments led to better outcomes,but only up to a certain point.Impressions targeting against the 70%viewability segment had no impact on conversion rates compared to 60%rates,but increased cost-per-conversion
20、(CPC)by 10%and lowered reach.The IAAS team concluded that targeting against the 60%viewability pre-bid segment appears to be the sweet spot to maximize conversions,maintain a competitive CPC,and minimize the impact on scale.KEY TREND0.01%$4.50 40%40%50%50%60%60%70%70%50M.02%$5.00ImpressionsConversio
21、n RateCPC100M.03%$5.50150M.04%$6.00.05%$7.00$6.50Reach by Viewability RateConversion Rate vs Cost-Per-Conversion by Viewability Rate41%0.0477%$5.50$5.54$5.43$5.980.0470%0.0488%0.0483%817th EditionVideo impressions in H1 2022 continued to accrue higher viewability rates than display but display exper
22、ienced the biggest annual improvements and trended higher across environments worldwide.Viewability levels are typically higher for video compared to display,but display continued to catch views in key markets and environments in H1 2022.Viewability04917th Edition Worldwide average viewability for d
23、isplay improved 2.6 points in mobile web and 1.9 points in desktop Display ads were most viewable in mobile apps at 76.9%,with an annual increase of 3.7 points CTV was the most viewable format worldwide at 93.2%viewability Global viewability also rose above the 80%mark for mobile web,with video ads
24、making the most gains in mobile app environments to reach 83.7%viewability Desktop posted slightly lower average viewability levels,coming in at 76.9%DISPLAYVIDEO At the country level,Belgium proved to be the biggest mover for mobile web display viewability,gaining 10.2 points year-over-year Japan w
25、as the only market where the majority of display ads were not viewable,with desktop display viewability experiencing the steepest descent of any format or environment worldwide At the country level,Italy reached the highest viewability levels for video globally,surpassing 80%viewability on desktop a
26、nd approaching 90%on mobile web United States advertisers experienced some of the most significant video viewability gains in the world in H1 2022,but still trailed all other markets Viewability04GLOBAL BREAKDOWN1017th Edition71.7%74.6%AUSTRALIACANADA73.4%73.6%71.5%UNITED KINGDOM72.3%71.6%73.4%UNITE
27、D STATESGERMANY69.2%70.2%SWEDEN65.2%67.6%54.9%INDIA62.2%48.4%54.8%JAPAN60.8%ITALY65.3%59.7%66.3%SPAIN66.1%FRANCE70.7%61.6%70.9%NEW ZEALAND67.3%SINGAPORE62.5%68.2%INDONESIA66.4%69.9%MEXICO66.0%71.5%69.5%WORLDWIDEH1 2021H1 2022Viewability|Desktop DisplayIn-view per the MRC standard73.9%POLAND72.4%ARGE
28、NTINA70.2%71.0%70.5%BRAZIL70.7%69.7%BELGIUM61.3%VIETNAM69.0%63.6%1117th Edition72.6%68.2%UNITED STATES78.9%76.9%GERMANYCANADA78.1%76.0%SPAIN74.4%78.8%UNITED KINGDOM75.5%78.6%76.6%75.3%FRANCE76.9%77.0%WORLDWIDEAUSTRALIA79.1%78.5%Viewability|Desktop VideoIn-view per the MRC standardH1 2021H1 2022ITALY
29、85.1%82.7%1217th Edition70.5%72.4%AUSTRALIACANADA69.2%68.8%69.2%UNITED KINGDOM66.1%66.8%70.1%UNITED STATESGERMANY57.6%60.8%SWEDEN60.8%61.1%58.9%INDIA59.8%45.4%47.1%JAPAN57.3%ITALY64.2%59.8%65.3%SPAIN57.9%FRANCE62.7%60.1%67.0%NEW ZEALAND64.3%SINGAPORE56.9%72.8%INDONESIA72.0%ARGENTINA71.7%72.6%71.0%PO
30、LAND69.1%66.7%MEXICO63.6%63.6%BRAZIL67.1%Viewability|Mobile Web DisplayIn-view per the MRC standard66.9%64.3%WORLDWIDEH1 2021H1 202270.4%VIETNAM67.2%61.2%BELGIUM51.0%1317th Edition80.1%79.0%WORLDWIDEViewability|Mobile Web VideoH1 2021H1 2022In-view per the MRC standard73.9%67.6%UNITED STATES72.7%74.
31、4%GERMANYCANADA80.3%75.3%FRANCE84.6%83.5%74.9%79.5%UNITED KINGDOM74.2%78.3%SPAINAUSTRALIA74.1%81.8%ITALY87.4%88.0%1417th EditionViewability|Mobile App DisplayIn-view per the MRC standard76.9%73.2%WORLDWIDEH1 2021H1 202274.7%75.4%BELGIUMCANADA77.9%79.0%72.1%UNITED KINGDOM75.3%85.2%87.7%UNITED STATESG
32、ERMANY58.9%56.6%SWEDEN58.7%65.2%54.1%INDIA55.4%58.6%JAPAN*68.9%ITALY72.4%60.1%61.6%SPAIN66.6%FRANCE67.4%58.4%58.3%NEW ZEALAND74.9%SINGAPORE71.8%72.9%INDONESIA68.7%ARGENTINA*74.4%72.0%POLAND64.6%69.9%MEXICOVIETNAM*70.5%69.6%68.0%BRAZIL*76.2%AUSTRALIA77.3%*prior year data not available1517th Edition93
33、.2%78.0%83.7%93.2%76.9%79.0%80.1%77.0%Connected TVMobile App VideoDesktop VideoMobile Web VideoIn-view per the MRC standardH1 2021H1 2022Viewability|Worldwide Video by Environment1617th EditionAd completion rates proved to be higher for desktop video than mobile web in H1 2022,a trend likely correla
34、ted with screen size.Both desktop video and mobile web video increased in completion across all quartiles worldwide,with mobile web improving twice as much in absolute terms compared to desktop.Drop-off rates also saw a decrease in both environments globally,indicating greater rates of full video ad
35、 completion.Ad Completion051717th Edition Ad completion trended higher globally year-over-year for desktop video Worldwide average completion rates increased by 1.3 points for the first quartile and 2.0 points for full-length completion compared to H1 2021 Ad completion rates trended higher worldwid
36、e across all quartiles compared to last year Average completion rates saw annual increases of 1.5 points for first quartile and 2.4 points for full-length views DESKTOPMOBILE WEB On average,92.7%of viewable desktop ads worldwide were watched through the first quartile,with 80.3%watched in full,for a
37、 12.4 drop-off rate Mobile web video ads registered worldwide average completion rates of 89.9%for the first quartile and 73.8%for the fourth The global drop-off rate for mobile web video was 16.1 points nearly one point less than last yearAd Completion05GLOBAL BREAKDOWN1817th Edition92.7%88.3%84.6%
38、80.3%WORLDWIDEAd Completion|Desktop VideoQUARTILE 1QUARTILE 3QUARTILE 2QUARTILE 4%of viewable ad impressions that remained in view per ad quartileAUSTRALIASPAIN94.8%94.0%Q1Q1Q2Q2Q3Q3Q4Q491.2%89.5%88.4%85.8%84.7%82.2%ITALYUNITED KINGDOM93.9%93.2%Q1Q1Q2Q2Q3Q3Q4Q489.7%89.4%86.1%86.0%82.0%82.1%UNITED ST
39、ATESCANADA92.9%92.8%Q1Q1Q2Q2Q3Q3Q4Q488.9%89.4%85.4%86.3%80.9%82.2%FRANCEGERMANY92.0%91.5%Q1Q1Q2Q2Q3Q3Q4Q487.4%86.3%83.5%82.0%80.0%77.8%1917th Edition89.9%83.7%78.5%73.8%WORLDWIDEAd Completion|Mobile Web VideoQUARTILE 1QUARTILE 3QUARTILE 2QUARTILE 4ITALYAUSTRALIA92.2%91.9%Q1Q1Q2Q2Q3Q3Q4Q486.5%85.8%81
40、.7%81.1%76.8%76.2%CANADAUNITED KINGDOM90.8%90.6%Q1Q1Q2Q2Q3Q3Q4Q485.3%84.4%80.3%79.6%75.4%74.9%UNITED STATESSPAIN90.4%89.7%Q1Q1Q2Q2Q3Q3Q4Q484.6%83.4%79.8%78.0%75.4%72.9%FRANCEGERMANY89.6%88.5%Q1Q1Q2Q2Q3Q3Q4Q483.1%81.0%77.7%75.2%72.6%69.2%of viewable ad impressions that remained in view per ad quartil
41、e2017th EditionGlobal display time-in-view continued to be highest on desktop,despite experiencing the largest annual reduction across all environments.Average time-in-view for display campaigns remained on a long-term downward path,also dropping in every environment.However,the downward time-in-vie
42、w trend for display slowed during the first half of 2022 with the steepest reduction representing a 3.8%annual drop for desktop in H1 2022 compared to a maximum 11.1%annual drop for mobile apps in H2 2021.Time-in-View062117th Edition Desktop experienced the highest time-in-view,averaging 21.79 secon
43、ds worldwide At the country level,Argentina boasted the highest rates of desktop time-in-view at 32.94 seconds,despite enduring the largest year-over-year drop India reported the most notable country-level annual increase in time-in-view,improving 2.37 seconds Mobile web showed the shortest time-in-
44、view,averaging 14.57 seconds worldwide Argentina,Indonesia,and Vietnam were the only three markets where mobile web display ads remained in-view for 20 seconds or more A handful of markets experienced drops of more than 1.5 seconds,including Argentina,Brazil,India,Indonesia,and New Zealand Time-in-v
45、iew stood at 17.75 seconds worldwide Argentina came out on top once again,with time-in-view reaching 25.46 seconds in mobile apps Sweden,Italy,and Germany reported the lowest time-in-view levelsDESKTOPMOBILE WEBMOBILE APPTime-in-View06GLOBAL BREAKDOWN2217th Edition21.79s22.67sWORLDWIDE25.75s 26.95s0
46、s15s30s45sSPAIN21.86s21.70s0s15s30s45sNEW ZEALAND0s15s30s45sINDIA24.03s21.66s0s15s30s45sSWEDEN19.42s18.83s21.16s0s15s30s45sUNITED KINGDOM18.92s21.68s0s15s30s45sAUSTRALIA22.78s22.32s22.37s0s15s30s45sCANADA21.02s 21.35s0s15s30s45sUNITED STATES23.98s0s15s30s45sITALY26.80s23.46s0s15s30s45sJAPAN21.77s21.
47、58s 23.21s0s15s30s45sFRANCE21.39s 23.31s0s15s30s45sGERMANYTime-in-View|Desktop DisplayH1 2021H1 202232.94s0s15s30s45sARGENTINA40.69s0s15s30s45sINDONESIA30.07s28.99s0s15s30s45sBRAZIL26.41s 26.53s28.69s0s15s30s45sMEXICO26.56s23.18s0s15s30s45sBELGIUM23.61s22.19s0s15s30s45sSINGAPORE20.70s20.86s0s15s30s4
48、5sVIETNAM23.74s19.03s0s15s30s45sPOLAND22.07s2317th Edition14.57s14.91sWORLDWIDE16.04s0s15s30s45sNEW ZEALAND13.29s13.63s 14.81s0s15s30s45sUNITED KINGDOM18.48s0s15s30s45sAUSTRALIA17.35s14.79s14.04s0s15s30s45sCANADA15.16s15.87s0s15s30s45sUNITED STATES13.71s0s15s30s45sITALY13.62s13.79s12.46s0s15s30s45sJ
49、APAN13.29s 14.82s0s15s30s45sFRANCE12.39s 13.19s0s15s30s45sGERMANY0s15s30s45sINDONESIA21.38s 25.27s9.80s0s15s30s45sSWEDEN10.18sTime-in-View|Mobile Web DisplayH1 2021H1 20220s15s30s45sARGENTINA23.93s0s15s30s45sVIETNAM20.61s20.78s19.33s17.45s0s15s30s45sINDIA0s15s30s45sBRAZIL17.48s14.70s16.81s0s15s30s45
50、sMEXICO16.71s16.74s0s15s30s45sSPAIN15.28s0s15s30s45sBELGIUM12.63s 15.85s14.28s14.04s0s15s30s45sSINGAPORE0s15s30s45sPOLAND12.13s11.71s22.36s2417th Edition17.75s18.21sWORLDWIDETime-in-View|Mobile App DisplayH1 2021H1 2022*prior year data not available19.16s 19.23s0s15s30s45sBELGIUM18.55s18.49s0s15s30s
51、45sCANADA18.26s0s15s30s45sSINGAPORE21.96s17.84s17.33s0s15s30s45sUNITED STATES0s15s30s45sITALY11.43s14.47s19.13s0s15s30s45sAUSTRALIA18.98s0s15s30s45sNEW ZEALAND19.17s16.46s0s15s30s45sARGENTINA*25.46s22.60s 23.70s0s15s30s45sMEXICO21.89s19.01s0s15s30s45sSPAIN0s15s30s45sBRAZIL*21.64s0s15s30s45sJAPAN*21.
52、15s17.66s 18.12s0s15s30s45sUNITED KINGDOM0s15s30s45sPOLAND*16.54s0s15s30s45sSWEDEN*9.17s0s15s30s45sFRANCE14.39s 16.54s14.70s14.39s0s15s30s45sGERMANY14.71s0s15s30s45sVIETNAM*19.83s 20.05s0s15s30s45sINDIA26.34s24.12s0s15s30s45sINDONESIA2517th EditionIn the first half of 2022,invalid traffic(IVT)activi
53、ty increased almost universally.For both optimized-and non-optimized-against-ad-fraud rates,averages trended higher in most countries across all formats and environments.Optimized-against-ad-fraud averages rose worldwide between 0.1 and 0.4 points annually,depending on format and environment.Ad frau
54、d rates rose 10 times faster for campaigns that ran without anti-fraud protection(i.e.,non-optimized),with annual increases ranging from a full 1.0 point jump for desktop video to a 3.8 point increase for desktop display.Ad Fraud072617th EditionAd Fraud07GLOBAL BREAKDOWN When anti-fraud protection w
55、as present(i.e.,optimized),global ad fraud rates were generally higher on desktop and included slightly higher levels of ad fraud for display ads(1.4%)than video(1.3%)Optimized-against-ad-fraud rates remained significantly lower for both display and video,despite annual increases DESKTOPMOBILE By co
56、ntrast,non-optimized-against-ad-fraud rates worldwide reached 13.2%for desktop display and 8.2%for desktop video Mobile campaigns running without anti-fraud protection encountered up to 16 times the amount of ad fraud as optimized-against-fraud rates2717th EditionCANADA1.2%1.5%0%5%GERMANY1.8%2.7%0%5
57、%UNITED KINGDOM1.3%0.9%0%5%UNITED STATES1.6%2.0%0%5%5%ITALY0.8%0.7%0%Ad Fraud|Desktop Display1.4%13.2%1.0%9.4%WORLDWIDE OPTIMIZEDWORLDWIDE NON-OPTIMIZEDH1 2021H1 2022JAPAN2.6%3.3%0%5%SWEDEN0.6%0.4%0%5%NEW ZEALAND0.4%0.7%5%FRANCE1.0%0.6%0%5%0.8%SPAIN0%5%1.0%INDIA0.8%0%5%0.9%BRAZIL0.8%0%5%1.1%AUSTRALI
58、A1.6%1.3%0%5%1.2%MEXICO0%5%1.0%SINGAPORE4.9%0%5%3.0%POLAND0.5%0%5%0.3%0.4%BELGIUM0.7%0%5%0.6%INDONESIA1.0%0%5%ARGENTINA0.7%0%5%0.6%1.5%VIETNAM3.1%0%5%Optimized Against Ad Fraud2817th Edition1.3%8.2%1.0%7.2%WORLDWIDE OPTIMIZEDWORLDWIDE NON-OPTIMIZEDAd Fraud|Desktop VideoH1 2021H1 2022CANADA1.2%0.9%0%
59、5%UNITED KINGDOM0.9%0.7%0%5%AUSTRALIA2.4%1.8%0%5%5%ITALY0.7%0.6%0%FRANCE0.8%0.5%0%5%GERMANY1.3%2.7%0%5%5%1.0%SPAIN0%5%1.2%UNITED STATES1.6%1.1%0%5%POLAND*0.5%0%5%*prior year data not availableOptimized Against Ad Fraud2917th EditionCANADA0.4%0.4%0%5%GERMANY1.1%1.9%0%5%UNITED KINGDOM0.2%0.2%0%5%JAPAN
60、2.3%1.7%0%5%5%ITALY0.3%0.3%0%SINGAPORE0.9%0%5%0.6%VIETNAM0.5%0%5%0.4%Ad Fraud|Mobile Web Display0.5%7.8%0.4%5.5%WORLDWIDE OPTIMIZEDWORLDWIDE NON-OPTIMIZEDH1 2021H1 2022*prior year data not availableFRANCE0.1%0.1%0%5%NEW ZEALAND0.2%0.2%0%5%BELGIUM*0.1%0%5%0.3%SPAIN0%5%0.4%BRAZIL0.5%0%5%0.4%UNITED STA
61、TES0.9%0.5%0%5%0.9%MEXICO0%5%0.5%POLAND0.1%0%5%0.1%INDONESIA0%5%0.4%0.2%INDIA0%5%0.2%0.2%0.5%0.1%ARGENTINA0%5%AUSTRALIA0%5%0.4%0.6%SWEDEN0.1%0%5%0.1%Optimized Against Ad Fraud3017th EditionAd Fraud|Mobile Web Video0.4%4.3%0.3%2.7%WORLDWIDE OPTIMIZEDWORLDWIDE NON-OPTIMIZEDH1 2021H1 2022*prior year da
62、ta not availableBELGIUM*0%5%0.1%ITALY0.2%0%5%0.2%ARGENTINA*0%5%0.7%FRANCE0.1%0%5%0.1%CANADA0.3%0%5%0.3%UNITED STATES0.4%0%5%0.7%POLAND*0%5%0.1%SPAIN0.4%0%5%0.4%MEXICO0.5%0%5%1.0%UNITED KINGDOM0.2%0%5%0.2%AUSTRALIA0.6%0%5%0.4%GERMANY0.4%0%5%1.9%Optimized Against Ad Fraud3117th EditionBrand risk rates
63、 remained on a downward trajectory as the adoption of context-based strategies*continues to evolve.Overall,brand risk fell below 2.5%across all formats and environments.At the country level,Indonesia,Spain,and the United States led the charge in brand risk reduction.Poland,however,was most affected
64、by annual upswings,with brand risk for display impressions tripling on desktop and quadrupling on mobile web in comparison to last year.Brand Risk08*“Media Quality Report-16th Edition,”Integral Ad Science,March 20223217th EditionBrand Risk08GLOBAL BREAKDOWN Desktop proved to be a safer environment a
65、t 1.6%or lower global brand risk levels for both display and video Brand risk for display improved most in Indonesia with a 3.7 point annual reduction,bringing risk down to 1.0%on desktop Mobile web campaigns were likely to encounter a median brand risk of up to 2.4%worldwide DESKTOPMOBILE Spain imp
66、roved more than any market in desktop video as brand risk came down 3.9 points to reach 0.9%Desktop display was safest in Italy with a brand risk of 0.5%lower than any other market in the world At the country level,brand risk improved most for mobile web video in the United States,with a 4.3 point r
67、eduction to bring risk down to 2.8%3317th EditionBrand Risk|Desktop DisplayWORLDWIDE1.6%2.4%H1 2021H1 2022%of pages scoredCANADA1.6%2.1%0%10%GERMANY1.6%3.7%0%10%UNITED KINGDOM3.0%2.2%0%10%UNITED STATES3.2%3.5%0%10%20%SWEDEN1.3%1.1%0%10%NEW ZEALAND1.3%1.8%10%FRANCE3.0%1.4%0%10%2.1%SPAIN0%10%1.0%INDIA
68、0.7%0%10%0.8%BRAZIL2.3%0%10%1.2%AUSTRALIA1.8%1.1%0%10%2.3%MEXICO0%10%1.0%SINGAPORE1.4%0%10%1.8%POLAND2.3%0%10%0.8%1.7%BELGIUM2.1%0%10%1.0%INDONESIA4.7%0%10%ARGENTINA1.4%0%10%0.8%0.9%VIETNAM0.6%0%10%ITALY1.6%0.5%0%10%3417th EditionBrand Risk|Desktop VideoWORLDWIDE1.5%3.6%H1 2021H1 2022CANADA0.8%2.6%0
69、%10%UNITED KINGDOM1.6%1.6%0%10%UNITED STATES1.7%5.5%0%10%10%ITALY2.9%1.0%0%FRANCE4.8%2.2%0%10%GERMANY1.8%3.3%0%10%5%4.8%SPAIN0%10%0.9%AUSTRALIA2.8%1.5%0%10%of pages scored3517th EditionBrand Risk|Mobile Web DisplayWORLDWIDE2.3%2.6%H1 2021H1 2022%of pages scoredCANADA2.5%2.6%0%10%GERMANY3.7%4.1%0%10%
70、UNITED KINGDOM3.4%2.9%0%10%UNITED STATES4.4%4.3%0%10%20%SWEDEN1.4%2.5%0%10%NEW ZEALAND2.2%1.8%10%FRANCE4.1%2.8%0%10%2.1%SPAIN0%10%1.3%INDIA1.1%0%10%1.8%BRAZIL2.9%0%10%1.8%AUSTRALIA2.0%1.4%0%10%2.8%MEXICO0%10%1.6%SINGAPORE1.6%0%10%1.9%POLAND3.9%0%10%1.0%3.3%BELGIUM3.1%0%10%1.2%INDONESIA4.5%0%10%ARGEN
71、TINA2.2%0%10%1.4%0.8%VIETNAM0.6%0%10%ITALY1.6%1.0%0%10%3617th EditionBrand Risk|Mobile Web VideoWORLDWIDE2.4%3.6%H1 2021H1 2022CANADA1.8%3.3%0%10%UNITED KINGDOM2.2%1.6%0%10%UNITED STATES2.8%7.1%0%10%10%ITALY1.5%1.3%0%FRANCE5.0%3.7%0%10%POLAND*3.6%0%10%GERMANY4.3%6.1%0%10%5%4.4%SPAIN0%10%2.0%AUSTRALI
72、A2.6%1.4%0%10%of pages scored*prior year data not available3717th EditionLooking Ahead09Consumer social media usage has been steadily increasing for years,and marketers need to effectively advertise to reach target audiences.However,newer entrants to the social platform landscape are rapidly growing
73、,and we expect to see more new additions arise this year and beyond.Scalable media quality solutions that can be replicated in these new platforms have become more important than ever for advertisers to connect confidently on social.IAS has a proven track record in developing leading brand safety an
74、d suitability solutions in platforms like With barriers like GDPR and the impending deprecation of cookies,marketers are on a mission to connect with their audiences without invading their privacy.Contextual targeting is a privacy-friendly and effective method for advertisers to reach the right audi
75、ence at the right time to drive outcomes.IAS classifies content with the greatest granularity,at scale.With both emotional and sentiment analysis used in classifying content at the page level,marketers can rely on IAS Context Control to reach their target audience SOCIALCONTEXTUAL TARGETINGYouTube,F
76、acebook,TikTok,and Twitter.We are pioneering and expanding our footprint in the feed environment with multimodal analysis(video,text,and audio)with these partnerships.As the digital landscape grows and becomes more complex,IAS is committed to building more integrations and solutions that will enable
77、 our customers to activate their brands everywhere.with greater precision and scale than traditional targeting tools.Additionally,IASs recent acquisition of Context will enable us to accelerate our roadmap when it comes to going beyond standard frameworks.As we look to the future,acquiring Context e
78、nables us to expand our capabilities into more social platforms and CTV.This solution will enable sophisticated multimedia classification technology,including image,audio,and video.3817th EditionLooking Ahead09Podcast ad spend has grown rapidly over the past few years alongside an influx of listenin
79、g worldwide.In fact,podcast ad revenue surpassed$1 billion in 2021 and is forecasted to almost triple to more than$4 billion in 2024.*As consumers shift their listening behavior from traditional radio to digital,advertisers expect that verification technology will evolve to support the audio medium.
80、Recent research conducted by IAS and YouGov,Amplifying Media Quality in Digital Audio,underscores this point 93%of media experts said they are likely to use a form of digital audio advertising,and While CTV ad spend continues to grow at breakneck speed and is estimated to more than double by 2026 in
81、 the United States*,measurement is not systematically activated across the board for this emerging channel.However,discerning buyers are taking a stance and demanding measurement on CTV with the same level of scrutiny as any other digital media channel.At IAS,we believe that to unlock the full poten
82、tial of CTV,advertisers should be able to access transparency at scale,beyond the app level.We are continuously expanding our Advanced AUDIOCONNECTED TV87%are concerned about ad fraud in audio.IAS aims to offer the most advanced set of verification tools in the digital audio space.In July 2022,we in
83、troduced measurement for a variety of audibility metrics as well as detection of invalid traffic(IVT)for advertisers mobile audio ads running on Pandora.IAS also recently announced a new partnership with Spotify to develop a brand safety solution for podcast advertisers.Stay tuned for further innova
84、tions that will turn up the dial on digital audio ad measurement.CTV Channel,Video Content-Level measurement,and targeting solutions to provide marketers with the most visibility into CTV performance,with direct data paths to more than 90+CTV publishers and counting.Looking forward,we are focused on
85、 innovations like video content-level brand safety and suitability,support for ads.cert 2.0,household reach,in-demo measurement,creative measurement,competitive ad separation,and more.*“Global AVOD Forecasts 2022,”AVOD,May 2022*“IAB U.S.Podcast Advertising Revenue study,”prepared for IAB by Pricewat
86、erhouseCoopers LLP(“PwC”),20223917th EditionLooking Ahead09Our 2022 Industry Pulse research has shown that the industry is increasingly shifting focus to emerging formats,like video games.In fact,23%of ad buyers*identified video games as one of the media types that will face serious challenges acros
87、s the media industry in 2022,which is up from 2%the prior year.Coupled with the fact that the gaming industry is set to reach$222 billion in consumer spend in 2022*,this presents an enormous opportunity for the industry to develop the necessary tools to monitor for media quality.GAMINGAs our partner
88、s expand their campaigns to new environments,formats,and technologies,we will continue to push the boundaries of the Media Quality Report too.Look out for additional markets and new benchmarks in future editions of the report.At IAS,we recognize that in-game environments pose different challenges fo
89、r verification measurement,including multiple forms of device types,game developers,and platforms.The key to addressing our customers needs and overcoming these challenges will require partnerships with Gaming Advertiser Platforms to offer the most comprehensive coverage in the market.In July 2022,I
90、AS announced a partnership with Anzu,an in-game advertising leader,to bring media quality measurement and transparency to in-game advertising.We look forward to advancing our in-game capabilities*”The 2022 U.S.Industry Pulse,”Integral Ad Science,December 2021*“Gaming Spotlight 2022 Review with IDC,”
91、data.ai,2022to address brand safety,suitability,IVT,and viewability measurement everywhere in the digital advertising ecosystem.4017th EditionCONTACT USFOLLOW USIntegral Ad Science(IAS)is a global leader in digital media quality.IAS makes every impression count,ensuring that ads are viewable by real
92、 people,in safe and suitable environments,activating contextual targeting,and driving supply path optimization.Our mission is to be the global benchmark for trust and transparency in digital media quality for the worlds leading brands,publishers,and platforms.We do this through data-driven technologies with actionable real-time signals and insight.Founded in 2009 and headquartered in New York,IAS works with thousands of top advertisers and premium publishers worldwide.For more information,visit .About IAS104117th Edition