Integral Ad Science has just published their latest Media Quality Report, which provides data concerning brand safety, quality, viewability and much more. Specifically the report compares the quality of ads offered by direct publishers, ad networks and ad exchanges.
Some of the key pieces of information found in the report include:
- Brand Safety – The advertising industry scored a 9.4% total, which is considered moderate to very high risk. Direct publishers provided the least risk at 6.2%, and ad networks came in at 10.1%.
- Ad Fraud – This report found that direct publishers only experience about 3.5% fraud, networks have 10.5% fraud, and ad exchanges have 16.5% fraud.
- Ad Fraud by Vertical – In addition to comparing types of ad servicing, they also looked at ad fraud by vertical. The safest vertical they measured was telecom, at 6% fraud and the worst was technology at 17%.
This data is quite interesting, and likely concerning for many marketers.
The press release concerning this report states that, “In addition to Integral’s standard media quality metrics, the verticalized data included in the report indicates technology companies suffer from a larger amount of fraud (17 percent) than other verticals such as consumer packaged goods and quick service restaurants (from 6 to 6.5 percent). The significant difference between verticals can be due to the difference in media buying preferences, as higher fraud rates are found on the exchanges (16.5 percent) and ad networks (10.5 percent) as opposed to direct publishers (3.5 percent).”
The report goes into greater detail, and also provides information on a number of other beneficial areas. The data was gathered from throughout the industry. According to the press release, “Integral’s quarterly report relies on robust data processed through its industry wide integrations, including the top five demand side platforms (DSPs), nearly all of the major ad exchanges, all agency holding companies, and more than 70 of the ‘Advertising Age Top 100 Advertisers.’”
You can see the report from Integral Ad Science HERE.