1、MEDIAQUALITYREPORTMAY 2024MEDIA QUALITY REPORT:19TH EDITIONFOREWORD FROM THE CEOEXECUTIVE SUMMARYDEFINITIONSKEY TREND#1:GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#2:TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#3:BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEADLOOKING

2、 AHEADABOUT IASREFERENCESTABLE OF CONTENTS2543MEDIA QUALITY REPORT:19TH EDITION3FOREWORD FROM THE CEOAs marketers continue to invest billions of dollars in digital media,advancements in AI and machine learning,along with the rapid expansion of misinformation and deep fakes,present new opp

3、ortunities and challenges especially in a major global election year.At Integral Ad Science(IAS),we believe arming marketers with accurate and reliable data is key to forging an innovative,impactful,and safer digital future as we navigate the changes ahead.Im pleased to present the 19th edition of t

4、he Media Quality Report(MQR),our annual benchmark report outlining insights from IASs more than 280 billion digital interactions daily from across the globe.As a barometer of excellence in digital media quality,the MQR is a trustworthy tool designed to help marketers navigate the intricate and ever-

5、evolving digital landscape.As ad fraud rates in 2023 declined to all-time lows for campaigns running with fraud protection,campaigns running without fraud mitigation efforts saw rates up to 14 times higher,signaling the robust efficacy of fraud detection and avoidance technology.We also saw marketer

6、s prioritize brand safety solutions across the globe,with the worldwide brand risk average decreasing year-over-year to reach 1.7%demonstrating the need for advertisers to safeguard and scale their brands more than ever before.IAS is committed to driving our mission forward as the benchmark for trus

7、t and transparency in digital media quality,and the MQR is just one of the many ways we pursue this mission for advertisers,publishers,and platforms across the globe.I look forward to sharing our industry-leading,actionable benchmarks to empower you to drive superior results for your business.LISA U

8、TZSCHNEIDERChief Executive OfficerIntegral Ad ScienceMEDIA QUALITY REPORT:19TH EDITION4EXECUTIVE SUMMARYIAS captures more than 280 billion digital interactions daily,keeping a finger on the pulse of media trends across the globe.The annual Media Quality Report(MQR)leverages this data to provide both

9、 advertisers and publishers with benchmarks against which to measure the quality of their digital advertising campaigns and inventory across the open web.The Media Quality Report:19th Edition features global benchmarks available in a companion workbook alongside regional deep-dives for the Americas,

10、APAC,and EMEA.This years report also offers annual and biannual metrics,along with country-level metrics for display and video ad formats across desktop,mobile web,mobile app,and connected TV(CTV)environments.The MQR remains the gold standard for understanding digital media performance,providing the

11、 industrys most actionable data to drive superior results.%ChangeTime-in-ViewBrand RiskViewabilityAd FraudVs.2022Vs.2020-18%+2%-6%-2%+17%+6%-72%-10%GLOBAL MEDIA QUALITY SUMMARY(2023)MEDIA QUALITY HIGHLIGHTSAD FRAUD rates dropped considerably in H2 2023 after sustained high fraud rates,returning to 2

12、019 levels.However,non-optimized ad fraud rates remained high,highlighting the efficacy of anti-fraud products.TIME-IN-VIEW continued on a downward trajectory thats held steady since 2020 but emerging products that go beyond visibility,like attention measurement and optimization,will help advertiser

13、s capture the eyes of viewers even as time-in-view declines.VIEWABILITY climbed at a slow but steady rate,resulting in a continuous streak of record high values.BRAND RISK stabilized at historically low rates in 2023,though major media moments,like global sporting events,are still vulnerable to incr

14、eased levels of risk.MEDIA QUALITY REPORT:19TH EDITION5DEFINITIONSVIEWABILITYPer the Media Ratings Council(MRC)standards,a display ad impression 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

15、 is playing while at least 50%of the pixels are on screen for at least two continuous seconds.AD COMPLETIONRepresents the share of viewable video ad impressions that remained in view through each quartile of the advertisement play time.BRAND RISKImpressions on open web pages that are flagged for pos

16、ing various levels of harm to brand image and/or reputation through association,based on eight core content categories:Adult,Alcohol,Gambling,Hate Speech,Illegal Downloads,Illegal Drugs,Offensive Language,and Violence.TIME-IN-VIEWTime-in-view is the average duration that a viewable impression remain

17、s in view.Impressions that are not viewable according to the Media Ratings Council(MRC)standard are not included in this calculation.AD FRAUDAny impressions resulting from a deliberate activity that prevents the proper delivery of ads to real people,at the right time,in the right place resulting in

18、financial or opportunity loss by the advertiser and/or publisher in a particular transaction.OPTIMIZED FRAUDOptimized fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy.NON-OPTIMIZED FRAUDNon-optimized fraud benchmarks represent campaigns that did not incorporat

19、e a form of fraud mitigation strategy.These benchmarks reflect a global average.MEDIA QUALITY REPORT:19TH EDITION6GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#1MEDIA QUALITY REPORT:19TH EDITION7GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#1HIGHLIGHTS1.The distan

20、ce in ad fraud rates between campaigns optimized against fraud and those not optimized against fraud continued to grow:OPTIMIZED:Worldwide ad fraud rates declined to all-time lows for campaigns running with protection in H2 2023NON-OPTIMIZED:The global rate of fraud violations for unprotected campai

21、gns was up to 14 times higher than optimized campaigns2.Ad fraud rates improved the most in APAC,while average rates remained highest in the AmericasAd fraud wastes advertising budgets,hinders campaign effectiveness,and dilutes publisher revenue along the way.In fact,global ad fraud losses are proje

22、cted to reach$170 billion1 in 2028.But theres good news.In H2 2023,global ad fraud rates for optimized campaigns fell to 0.6%after hovering around 0.9%the two prior years.This decline signals a welcomed return to the lower fraud rates from 2020 and highlights the efficacy of innovative fraud detecti

23、on technologies.Ad Fraud Rates,WorldwideH2 2019 H2 2023H2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 20230.8%0.6%0.6%0.7%0.9%0.9%0.8%0.9%0.6%MEDIA QUALITY REPORT:19TH EDITION8GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#1AMERICASThe Americas experienced a nominal 0.1

24、point year-over-year drop in ad fraud rates in H2 2023.The reduction in the Americas broke a three-year upswing that pushed ad fraud rates to an all-time high in H1 2023.From 2020 to 2022,U.S.ad spend grew at double-digit rates,leading fraudsters to ramp up their efforts.2 But in the earlier part of

25、 2023,annual U.S.ad spending growth slowed to 9.7%as recession concerns took hold,limiting the targets for ad fraud.3APACMarketers across APAC are increasingly adopting anti-fraud solutions4 and its paying off.APAC registered the steepest annual reduction of any region as fraud rates fell 0.4 points

26、.APAC fraud rates continued on a decline that started in H1 2022,reaching an all-time low at 0.6%in H2 2023.All APAC markets and nearly every environment and format in the region experienced fraud-level reductions in the latter part of 2023.EMEAEMEA experienced a 0.1 point year-over-year drop in ad

27、fraud in H2 2023,breaking its streak of 0.6-0.7%ad fraud rates since H1 2021.AD FRAUD BY REGIONAd Fraud Rates by RegionH2 2019 H2 2023H2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 20231.1%0.8%1.0%1.3%1.4%1.3%1.2%1.3%1.1%1.0%0.6%0.7%0.8%0.9%0.9%1.0%1.0%0.6%0.7%0.5%0.4%0.6%0.7%0.7%0.6%0.7

28、%0.5%AmericasAPACEMEAMEDIA QUALITY REPORT:19TH EDITIONGLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#1DESKTOPMuch of the reduction in global ad fraud rates in H2 2023 was driven by a 0.4 point annual drop on desktop,where display and video impressions averaged 1.0%and 0.9%ad fraud r

29、ates,respectively.Despite the improvement,desktop ad fraud rates remained three times higher in H2 2023 compared to mobile.Non-optimized campaigns on desktop display increased two points to 13.0%between H1 and H2 2023.Desktop video is the only format where fraud rates for non-optimized campaigns cam

30、e down annually,a format consumers watch only for an average of 22 minutes per day compared to 79 minutes for mobile video.5MOBILEMobile campaigns on both mobile web display and video that were protected against fraud averaged a minor 0.3%fraud rate worldwide.Non-optimized ad fraud rates for mobile

31、web display grew to reach 8.8%,with impressions on mobile web video approaching a 6%average.AD FRAUD BY FORMATNon-Optimized Ad Fraud Rates by Environment and Format,WorldwideH2 2019 H2 2023H2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 202312.7%13.2%8.6%9.4%10.7%9.4%13.2%11.0%13.0%11.9%8

32、.8%7.7%8.2%6.0%5.1%7.0%6.9%5.1%6.9%7.8%2.7%2.0%2.7%5.8%4.3%5.7%5.5%6.3%5.5%4.3%7.8%6.0%5.9%7.2%7.4%7.2%13.0%Desktop DisplayDesktop VideoMobile Web DisplayMobile Web VideoAd Fraud Rates by Environment and Format,WorldwideH2 2019 H2 2023H2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 20231.

33、1%0.8%0.6%0.8%Desktop DisplayDesktop VideoMobile Web DisplayMobile Web Video0.9%0.7%0.5%0.5%0.3%0.3%0.3%0.4%0.4%0.3%0.3%0.3%0.8%1.0%1.4%1.4%1.4%1.5%1.0%1.3%1.3%1.3%1.3%0.4%0.5%0.4%0.5%0.4%0.5%0.3%0.9%91.0%MEDIA QUALITY REPORT:19TH EDITION10GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TR

34、END#1The adoption of anti-fraud technology across the industry is widening but there are still campaigns running without protection against invalid traffic.The global volume of non-optimized campaigns jumped 153%annually,pushing the share of non-optimized campaigns monitored by IAS worldwide from 0.

35、9%in 2022 to a staggering 2.2%in 2023.Unfortunately,marketers running this larger number of campaigns without fraud protection in H2 2023 were over 14 times more likely to lose advertising budget to invalid traffic,and on average,8.4%of non-optimized ad impressions worldwide were served to anything

36、but a real human.2023 was the third year in a row that fraud rates for non-optimized campaigns increased in the latter part of the year6 as advertising demand skyrocketed during the holiday shopping season.Higher demand and a limited supply of quality impressions increased the likelihood for ads to

37、be placed in unsafe environments or served to bots,feeding the threat of fraud.THE TROUBLE WITH NON-OPTIMIZED CAMPAIGNSincreased likelihood that marketers running campaigns without fraud protection would lose advertising budget to invalid traffic14xof non-optimized ad campaign impressions worldwide

38、were served to anything but a real human in H2 20238.4%The juxtaposition of low ad fraud rates for optimized campaigns and high rates for those running without protection speaks to the effectiveness of anti-fraud technologies and strategies,even during periods prone to high fraud activity.Non-Optimi

39、zed Ad Campaign Volume as a Share of All Campaigns Monitored,Worldwide2019 2023,%of Total20190.9%20202021202220230.8%1.1%2.2%0.9%Non-Optimized Ad Fraud Rates,WorldwideH2 2019 H2 20238.9%H2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 202310.0%7.1%6.2%6.6%6.2%8.4%7.6%8.4%MEDIA QUALITY REPO

40、RT:19TH EDITION11GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#1Recent research from the IAS Threat Lab uncovered how fraud activity cycles daily,weekly,and monthly.7 The analysis also reveals key differences between human and bot traffic patterns,providing insights that will help

41、advance anti-fraud technology to further identify bots and protect campaigns.TREND SPOTLIGHT:THE CYCLICAL TRENDS OF AD FRAUD TRAFFICTHE THREAT LAB is IASs dedicated team of experts who identify and analyze sophisticated digital fraud schemes.The team utilizes a combination of detection,reverse engin

42、eering,and strategic mitigation to identify and stop fraudsters.The Threat Lab continually adapts to remain at the forefront of the shifting landscape of digital advertising fraud.DAILY:Fraud picks up while we sleepBots dont sleep.Between 12 a.m.and 5 a.m.,bots represent much higher percentages of t

43、raffic than humans.Bot traffic represents 2.27%of traffic from 12 a.m.to 5 pared to 1.31%the rest of the day.Another key difference in daily traffic between bots and real people?Bot traffic remains more stable hour-to-hour than human traffic.Ad Fraud Rates by Hour of Day,U.S.2022 20230111

44、281920212223Hour of DayAd Fraud Rate(in%)0.20.40.60.81.01.21.41.60MEDIA QUALITY REPORT:19TH EDITION12GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#1WEEKLY:Fraud scales back on the weekendsFraudsters follow weekly trends too.Bot traffic drops 21.2%from weekday to weekend,

45、compared to a much less significant 6.9%drop in human traffic.Why the stark contrast in human versus bot traffic?Given bots are largely automated to operate 24 hours a day,small-scale illegal operations generally require human operators who tend to work regular business hours.TREND SPOTLIGHT:THE CYC

46、LICAL TRENDS OF AD FRAUD TRAFFICMONTHLY:Fraud rates shift with campaign pacing and mirror human trafficAd fraud spikes at the start of the month and declines at the end,following fluctuations in campaign budgets by creating fraudulent traffic during early month frequency capping and avoiding traffic

47、 during late month campaign pushes.Ad fraud also spikes in the middle of the month,mirroring human behaviors.Bot Traffic Volume by Day of the Week,U.S.2022 202320TuesdayWednesdayThursdayFridaySaturdaySundayDay of the weekBot traffic volume(in millions)2224262830Monday32Ad Fraud Rates by Day of the M

48、onth,U.S.Day of the monthAd Fraud Rate(in%)1.31.41.52022 202380141819 20 21 22 23 24 25 26 27 28 29 30 31Daily Ad Fraud%Monthly AverageWEEKEND MEDIANWEEKDAY MEDIANMEDIA QUALITY REPORT:19TH EDITION13TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#2MEDIA QUALITY REPORT:19TH

49、EDITION14TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#2HIGHLIGHTS1.Time-in-view hit a new low in H2 2023,highlighting how advertisers are faced with increasingly less time to make an impact on consumers2.Ads in APAC remained in-view the longest time on average,while the Americas saw the larg

50、est reduction in time-in-view3.Viewability reached a record highViewability provides a binary description of whether or not an ad was visible,while time-in-view goes a step further to describe the amount of time the ad was visible to a real human.As media experts consider new,holistic approaches to

51、understanding ad visibility,like attention measurement and optimization,time-in-view remains a top priority to gauge the quality of an ad impression.8After peaking in H1 2020,time-in-view has remained on a downward trajectory,reaching a new low of 15.78 seconds in H2 2023.While falling below 16 seco

52、nds may not seem ideal,elevated time-in-view doesnt always produce better results.Though longer time-in-view drives a higher overall percentage of incremental sales,IAS observed the sweet spot for incremental sales lift to be 3-10 seconds for a major CPG brand.9 Overall Time-In-View,WorldwideH2 2019

53、 H2 2023,in secondsH2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 202318.3218.4017.4217.0016.5916.6616.4316.5815.78MEDIA QUALITY REPORT:19TH EDITION15TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#2AMERICASWhile all regions reached their lowest time-in-view levels yet in H2 2023,th

54、e decline was especially notable in the Americas.The region dropped a considerable 5.77 seconds from H1 2022 to H2 2023.APACAPAC now holds the highest time-in-view across all regions at 17.29 seconds,despite continuing on a downward trend since H1 2021.EMEATime-in-view in EMEA has trended quite a bi

55、t lower than APAC and the Americas since H1 2020,coming in at 15.44 seconds in H2 2023.However,EMEA and the Americas trended closer together in 2023 and have the potential to converge in 2024.TIME-IN-VIEW BY REGIONOverall Time-In-View by RegionH2 2019 H2 2023,in secondsH2 2019H1 2020H2 2020H1 2021H2

56、 2021H1 2022H2 2022H1 2023H2 202322.2822.7321.8620.2220.7218.3121.8220.0019.6015.5020.3117.7416.6116.9616.4515.8715.44AmericasAPACEMEA19.9220.4821.0821.2718.9117.9217.2921.0218.0216.58MEDIA QUALITY REPORT:19TH EDITION16TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#2DESKTOPThe gap between desk

57、top and mobile has widened.Although desktop display continued on a downward trajectory,the format still ended 2023 on a high note compared to mobile,coming in at 5.23s above mobile app and 6.60s above mobile web display.TIME-IN-VIEW BY FORMATMOBILEMobile web display has experienced fairly steady red

58、uctions in time-in-view since 2020.Mobile app display,on the other hand,has followed a less linear path and saw a 3.18s annual time-in-view reduction in H2 2023.Mobile devices dominate digital ad spending,but display impressions continue to deliver longer opportunities for ads to break through on de

59、sktops.Larger display sizes and other desktop advantages,like the consumer preference to research products on smartphones but actually purchase on a computer,remain valuable for advertisers for example,U.S.retail ecommerce sales reached$645 billion via desktop and$428 billion via smartphone in 2023.

60、10Time-In-View by Device and Environment,WorldwideH2 2019 H2 2023,in secondsH2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 202324.4724.2423.2422.7923.1415.2422.6717.0717.7514.4915.5114.9114.6914.5714.1013.8713.12Desktop DisplayMobile Web DisplayMobile App Display15.7119.2121.7321.7921.39

61、20.4919.7218.2117.6715.37MEDIA QUALITY REPORT:19TH EDITION17TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#2VIEWABILITYWhile time-in-view has decreased,viewability has trended upward to reach record heights.High viewability has been a long-time goal for advertisers,but contextual factors have

62、proved important to consider alongside viewability to ensure quality impressions and avoid the trade-offs that occur in high density environments.11Made-for-advertising(MFA)websites,for example,report deceptively high viewability rates by featuring excessively dense ad placements.These high viewabil

63、ity rates rarely offset ad oversaturation,but likely reduce consumer attention and negatively impact return on ad spend.12With multiple ads,devices,and channels vying for attention and increasingly shorter time-in-view,brands have less time to make an impact on consumers.Advertisers will need to tak

64、e advantage of media quality products available,from optimizing with contextual segments to adopting results-focused metrics,like attention.Quality AttentionTM is an IAS product that helps marketers navigate through media clutter to understand how media visibility,the ad environment,and customer int

65、eraction impact campaign performance.88%of media experts are already measuring attention,allowing them to directly optimize campaigns toward results,and this strategy is working.Advertisers who measure attention report robust gains in ROI,brand safety,and sales lift.8Overall Viewability Rates,Worldw

66、ideH2 2019 H2 2023H2 2019H1 2020H2 2020H1 2021H2 2021H1 2022H2 2022H1 2023H2 202369.8%71.8%70.2%72.6%72.9%74.5%73.6%74.8%76.1%MEDIA QUALITY REPORT:19TH EDITION18TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#2TREND SPOTLIGHT:THE ROLE OF VISIBILITY IN ATTENTIONVisibility is a prerequisite for a

67、ttention ads simply cant garner attention if they dont have an opportunity to be seen.Visibility metrics like viewability and time-in-view serve as signals for driving higher conversion rates and boosting return on investment,but they also serve as a foundation for holistic attention measurement.12

68、Situation and interaction signals go hand-in-hand with visibility to determine attention.One key situation metric is contextual relevance,which increases purchase intent and draws consumers gaze faster and for a longer period of time than out-of-context ads.13 Emerging attention products like Qualit

69、y AttentionTM that include a human element eye-tracking allow advertisers to comprehensively measure consumer interactions,which strongly correlate with improved results.12 ATTENTION SIGNALS&CORRESPONDING METRICSMETRICS:ViewabilityVideo QuartilesTime-in-ViewATTENTIONVISIBILITYSITUATIONINTERACTIONFOC

70、USMETRICS:Ad DensityAd Share of ScreenDevice and Format TypeMETRICS:User ScrollVolume Up/Down/MutePause/UnpauseEye Tracking/Focus powered by LumenLumen data used for predictive modelingMEDIA QUALITY REPORT:19TH EDITION19BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEAD KEY TREND#3MEDIA QUALITY RE

71、PORT:19TH EDITION20BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEAD KEY TREND#3HIGHLIGHTS1.Global brand risk remained fairly stable in 20232.A slight brand risk increase in the Americas made it the region with the highest brand risk average in 2023 as presidential election cycles began in six co

72、untries3.Mobile web brand risk rates decreased,but remain higher than on desktopBrand safety is essential in todays advertising climate as consumers increasingly hold advertisers accountable for ad placements around risky content.Ads near content that consumers deem inappropriate including misinform

73、ation even lead to lower levels of brand favorability and trust,which can severely hurt a brand.14 Brand risk averages worldwide remained essentially unchanged annually,coming down a nominal 0.1 point from 2022 to reach 1.7%in 2023.Much of this reduction can be attributed to increasing prioritizatio

74、n of brand safety among marketers,with 80%of industry experts saying brand risk mitigation is one of their top media quality priorities in 2024.15However,brand risk is evolving rapidly.Looming threats,like AI-generated deep fakes,pose unique challenges around content authenticity and misinformation.

75、Proprietary platforms may be especially vulnerable to this form of brand risk as both AI-powered and human-generated misinformation threaten important elections around the world in 2024.16,17 Major proprietary platforms are expanding and enhancing third-party measurement solutions to address these c

76、oncerns as we head toward major political events.Overall Brand Risk Rates,Worldwide02220236.7%6.2%6.1%2.5%1.8%1.7%MEDIA QUALITY REPORT:19TH EDITION21BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEAD KEY TREND#3BRAND RISK BY REGIONAMERICASIn 2023,increased election covera

77、ge and political ad spending in the U.S.and Argentina likely contributed to an annual hike of 0.2 points that pushed the Americas up to a 2.1%brand risk average.The U.S.registered a 0.3 point average brand risk increase from H1 to H2 2023 as the country geared up for the 2024 presidential election.M

78、eanwhile in Argentina,brand risk for desktop display ad impressions increased from 1.5%to 2.0%between H1 and H2 2023,as the country held a hard fought presidential election last November.APAC&EMEAOutside of the Americas,APAC and EMEA experienced slightly lower brand risk year-over-year.The two regio

79、ns followed similar patterns,coming in at a 1.1%brand risk average in APAC and a 1.7%average in EMEA.Overall Brand Risk Rates by Region2018-20239.0%AmericasAPACEMEA20021202220237.2%6.1%4.2%7.3%6.9%3.9%7.3%5.7%2.7%1.9%2.1%2.7%1.6%1.9%1.2%1.7%1.1%Overall Brand Risk Rates in the United State

80、sH1 2022-H2 20233.0%2.2%2.2%2.5%H1 2022H2 2022H1 2023H2 2023Desktop Display Brand Risk Rates in ArgentinaH1 2022-H2 20230.8%1.3%1.5%2.0%H1 2022H2 2022H1 2023H2 2023MEDIA QUALITY REPORT:19TH EDITION22BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEAD KEY TREND#3BRAND RISK BY FORMATDESKTOPBrand risk

81、 on desktop remained largely unchanged worldwide across both display and video,coming in at 1.6%and 1.4%,respectively,staying lower than brand risk on mobile.MOBILEMobile web ads saw brand risk decreases in 2023.Risk for brands was highest around mobile web display for the second year in a row to re

82、ach 2.0%in 2023,but down from 2.3%the year prior.Mobile web video was close behind at 1.7%,following a 0.4 point reduction year-over-year.THE INTERSECTION OF BRAND SAFETY AND RESPONSIBLE MEDIAAs advertisers learn more about the importance of brand safety,their tactics to ensure safe and suitable ad

83、placements are expanding.To reduce exposure to risks like misinformation and fake news,investments in responsible media and trustworthy journalism are coming into sharper focus.Nearly three quarters of media experts say they will prioritize responsible media investments in 2024 as a means to avoid a

84、ssociations with misinformation and other unsuitable content.15 Responsible media investments in conjunction with pre-bid optimization provide advertisers with the comprehensive brand safety they need to safeguard and scale their brands.Annual Brand Risk Rates of Environment and Format,Worldwide2018

85、-20237.4%20021202220237.3%6.5%4.6%7.7%6.6%4.3%7.7%7.0%3.1%2.3%2.0%2.8%2.3%1.5%1.4%1.7%1.4%Desktop DisplayDesktop VideoMobile Web DisplayMobile Web Video5.6%5.8%5.2%1.9%2.1%1.6%MEDIA QUALITY REPORT:19TH EDITION23BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEAD KEY TREND#3TREND SPOTLIGH

86、T:HOW BRAND RISK INCREASES AROUND MAJOR SPORTING EVENTSIAS investigated brand risk vulnerabilities surrounding major sporting events and the protection provided by IAS Context Control for Targeting,an optimization product that allows advertisers to control their brand suitability strategy to avoid n

87、egative or unsafe content.Our research focused on two sporting events in 2023:the Super Bowl and the FIFA Womens World Cup.Sporting events are considered generally safe content for brands,but unforeseen risks may arise during live broadcasts and streams with continued fallout well after the event.Fo

88、r example,the trophy ceremony of the Womens World Cup featured unexpected high-risk negative content.18SUPER BOWLBrand risk in the U.S.averaged 3.5%in the week leading up to the Super Bowl in February 2023,which was 59%higher than the 2.2%benchmark for the U.S.136%Higher success rate48%Lower brand r

89、isk47%Lower cost per conversionThe“Super Bowl”IAS Context Control for Targeting segment led to superior results compared to overall impressions during Super Bowl week,including:MEDIA QUALITY REPORT:19TH EDITION24BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEAD KEY TREND#3TREND SPOTLIGHT:HOW BRAN

90、D RISK INCREASES AROUND MAJOR SPORTING EVENTSFIFA WOMENS WORLD CUPBrand risk on CTV in select EMEA markets skyrocketed during the World Cup Trophy Ceremony,and subsequently rose up to 12%in the days following the ceremony,which featured unforeseeable unsuitable content.The“Sports Enthusiasts”IAS Con

91、text Control for Targeting segment represented 11%of ad impressions in key EMEA countries during the FIFA Womens World Cup.94%Lower brand risk than overall impressions during the tournament in key EMEA countriesThe“Sports Enthusiasts”segment led to ad impressions that experienced 94%lower brand risk

92、 compared to overall impressions during the tournament in key EMEA countries.CTV Brand Risk Rates in EMEAJuly-August 2023,7-day AverageJuly 1July 15August 1August 15September 10.0%2.0%4.0%6.0%World Cup Trophy Ceremony August 20MEDIA QUALITY REPORT:19TH EDITION25LOOKINGAHEADMEDIA QUALITY REPORT:19TH

93、EDITION26LOOKING AHEADThe digital ecosystem is evolving.The amount of user-generated content is exploding across digital environments,and most of it focuses on video.With this shift to video-first environments,industry experts see social media and digital video as the top two media types to face ser

94、ious challenges in 2024,and also the two that are most rife for innovation.Looking forward,CTV and short-form video represent the largest opportunities for marketers,and IAS is committed to investing in video.IAS and Meta recently launched a solution that provides advertisers campaign insights into

95、Brand Safety and Suitability across Facebook and Instagram Feed and Reels.Powered by IASs advanced Multimedia Technology,our measurement product utilizes machine learning for frame-by-frame analysis,combining image,audio,and text signals to accurately classify content(video,image,and text posts)on t

96、he feed at scale.Additionally,IAS has partnered with IRIS.TV to launch Total Media Quality for CTV Brand Safety and Suitability,the industrys first video-level brand suitability measurement for CTV.This new product is powered by IASs Multimedia Technology,applied to the video files of IRIS-enabled C

97、TV publishers.Nearly four-in-10 media experts plan to prioritize digital video and CTV as consumption of the format continues to grow15VIDEO ACROSS SOCIAL&CTVMisinformation is another largely discussed topic for marketers,especially with AI on the rise and major elections across the globe in 2024.We

98、re expanding Brand Safety and Suitability measurement for GARM Misinformation on key platforms.In 2024 and beyond,misinformation measurement will be a key ingredient in ensuring campaigns remain safe during uncertain times.MEDIA QUALITY REPORT:19TH EDITION27LOOKING AHEADConsumer attention is increas

99、ingly fragmented and challenging for marketers to capture.After all,adults in major metropolitan areas may see up to 400 ads per day.19 Regardless of the fragmented nature of attention,57%of U.S.ad buyers rely on performance metrics to help determine attention levels8 which often leads to conflated

100、data that lacks alignment and isnt driven by results.At IAS,we feel strongly that a proper attention measurement product must inform actions that drive results and account for media quality,environment of impressions,and the interaction by consumers.Visibility,situation,and interaction signals,when

101、measured and optimized against,have a proven ability to drive results.IASs new Quality AttentionTM measurement product is the first to unify media quality and eye tracking with advanced machine learning to deliver proven results.In 2024,IAS will also release pre-bid attention segments,helping advert

102、isers instantly optimize for attention within popular DSPs.ATTENTION79%of U.S.media experts report substantial improvement in revenue opportunity since implementing an attention strategy8MEDIA QUALITY REPORT:19TH EDITION28LOOKING AHEADAccording to the ANA,MFA websites represent a staggering 21%of im

103、pressions,20 emphasizing that advertisers need more control of their media quality on the open web.MFA websites usually rely on catchy headlines,clickbait,or controversial content to grab attention and increase page views.Generally,MFA sites offer substandard content and may use pop-up ads,auto-play

104、 videos,or intrusive ads to maximize ad revenue for the website owner.MFA sites arent inherently bad and typically perform well against traditional ad verification metrics like fraud,viewability,and brand safety,so these sites can check a lot of boxes for advertisers.However,these spammy,low quality

105、 sites dont drive meaningful results for advertisers and lead to wasted ad spend.Brands can now take more control over their ad spend and optimize away from low quality sites identified as MFA or Ad Clutter via a Quality Sync profile or off-the-shelf Context Control Avoidance segments.IAS MFA Measur

106、ement and Optimization supports the ANAs definition of MFA and has been trained against Sinceras deep library of metadata along with Jounce Medias widely adopted list of MFA domains,resulting in the industrys first pressure-tested product for detecting and blocking MFA at scale.MADE-FOR-ADVERTISING(

107、MFA)+278%Lift in conversion rate when traffic was served on quality sites vs.traffic served on MFA sites,according to an IAS analysisAs our partners expand their campaigns to new environments,formats,and technologies,we will continue to push the boundaries of the Media Quality Report too.Look out fo

108、r additional markets and new benchmarks in future editions of the report.MEDIA QUALITY REPORT:19TH EDITIONIntegral Ad Science(IAS)is a leading global media measurement and optimization platform that delivers the industrys most actionable data to drive superior results for the worlds largest advertis

109、ers,publishers,and media platforms.IASs software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments,while improving return on ad spend for advertisers and yield for publishers.Our mission is to be the global benchmark for trust and tra

110、nsparency in digital media quality.For more information,visit .CONTACT US https:/ USDownload additional MQR insights online here.29ABOUT IASMEDIA QUALITY REPORT:19TH EDITION1.“Which media types are most vulnerable to ad fraud?”Juniper Research as cited by eMarketer,February 2024.2.US Digital Ad Spen

111、ding Growth,2020-2027,eMarketer Forecast,October 2023.3.Holiday Shopping 2023,eMarketer,December 2023.4.Ad Industry Pledges to Uphold Brand Safety Standards in SEA,Campaign Asia,June 2023.5.Average Daily Time Spent with Digital Video by U.S.Consumers,eMarketer,February 2024.6.”The Threat Lab Analyze

112、d the Years Highest Ad Fraud Spikes,”IAS Insider,February 2024.7.”How Does Bot Traffic Vary Over Time?”Integral Ad Science,December 2023.8.”The Attention Payoff,”Integral Ad Science,November 2023.9.”Driving Outcomes with Viewability and Attention,”Integral Ad Science,November 2022.10.”U.S.Retail Eco

113、mmerce Forecast,eMarketer,November 2023.11.“Attention Metrics 2023,”eMarketer,December 2023.12.“Taking Action on Attention:Volume 1,”Integral Ad Science,April 2023.13.“Ad Context and Attention:The Impact of Contextually relevant Ads on Attention and Outcomes,”Integral Ad Science,June 2022.14.“The St

114、ate of Brand Safety,”Integral Ad Science,January 2024.15.The 2024 Industry Pulse Report,Integral Ad Science,November 2023.16.Elections and Disinformation Are Colliding Like Never Before in 2024,The New York Times,January 2024.17.Political Content in Social Media 2024,eMarketer,February 2024.18.Anger

115、 in Spain after Soccer Chief Kisses a Player at Womens World Cup Ceremony,”NPR,August 2023.19.“How Many Ads Do You See In A Day?,”75 Media,March 2024.20.“ANA Programmatic Media Supply Chain Transparency Study:Complete Report,”ANA,December 2023.30REFERENCESGET IN TOUCHTHE MOST ACTIONABLE DATA TO DRIVE SUPERIOR RESULTSCONTACT IAS TO GET STARTED