Integral Ad Science’s (IAS) H2 2020 Media Quality Report highlights greater adoption of tools that mitigate ad fraud and brand risk around digital content.
With marketers adopting the latest tools to measure and prevent fraud, global ad fraud rates improved overall. The study found that global fraud rates among optimised campaigns dropped between 0.3% and 0.8% worldwide, while non-optimised campaigns registered fraud between 5.1% to 8.6% based on ad format and environment.
However, IAS data also indicates that brand risk increased across several categories during the same period. The primary driver of increased brand risk across all formats globally was adult content, followed by hate speech.
While mobile web video remained the safest inventory when optimised against ad fraud, it was highest for global brand risk at 8.6%. The study found Canada was the only market to witness a decrease in brand risk.
[3 minute read]