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Integral Ad Science’s Q2 2015 Media Quality Report
highlights the state of media quality in global online
advertising across display and video inventory. Integral
processes hundreds of billions of impressions quarterly
and is thus able to analyze the industry on a broad and
representative level, across multiple media quality metrics:
TRAQ (TRue Advertising Quality), Brand Risk, Viewability,
and Ad Fraud.
Q2 2015 Media Quality Report Highlights:
• Overall viewability dropped 5 percentage points year over year, or nearly 11 percent, from 49.4% to 44.0%, indicating that the industry has been slow to improve viewability rates despite increasing pressure from advertisers.
• Fraud levels decreased across the board compared to Q1 2015. Notably, Networks and Exchanges saw fraud decrease from 16.5% to 14.1%.
• Video fraud decreased from 14.0% to 11.6% while video brand risk decreased noticeably from 22.7% to 15.4%.
1All percentages based on impressions analyzed in Q2 2015.
OVERALL: 604
OVERALL: 12.2%
OVERALL: 44.0%
OVERALL: 11.2%
2
1,000250
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
584 656
In view as per MRC standard
NETWORKS & EXCHANGES PUBLISHERS
50.1%39.9%
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
1,000250
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
584 656
In view as per MRC standard
NETWORKS & EXCHANGES PUBLISHERS
50.1%39.9%
In view as per MRC standard
NETWORKS & EXCHANGES PUBLISHERS
50.1%39.9%
PUBLISHERS
NETWORKS & EXCHANGES
3.7%
14.1%
0% 2% 4% 6% 8% 10% 12% 14% 16%
DISPLAY SNAPSHOTTRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
Moderate to Very High Risk
NETWORKS & EXCHANGES
13.0%
PUBLISHERS
7.9%
BRAND RISK BY LEVEL
BRAND RISK BY CATEGORY
DISPLAY
3
Brand Risk by Level
VERY HIGH
HIGH
MODERATE
10.7%
1.7%0.6%
6.5%
1.1%0.3%
9.9%
1.7%0.6%
13.0%
7.9%
12.2%
PUBLISHERSNETWORKS & EXCHANGES
OVERALL
Brand Risk by Level
VERY HIGH
HIGH
MODERATE
10.7%
1.7%0.6%
6.5%
1.1%0.3%
9.9%
1.7%0.6%
13.0%
7.9%
12.2%
PUBLISHERSNETWORKS & EXCHANGES
OVERALL
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
43.1%
31.8%
2.0%7.3% 7.1%4.8%
2.6%
44.4%PUBLISHERS
26.7%
2.7%
17.2%5.3% 3.3%
3.3%
41.5%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
43.1%
31.8%
2.0%7.3% 7.1%4.8%
2.6%
44.4%PUBLISHERS
26.7%
2.7%
17.2%5.3% 3.3%
3.3%
41.5%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
43.1%
31.8%
2.0%7.3% 7.1%4.8%
2.6%
44.4%PUBLISHERS
26.7%
2.7%
17.2%5.3% 3.3%
3.3%
41.5%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
DISPLAY
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
≥1s ≥5s ≥15s
50.1%
44.0%
39.9%
25.9%
14.7%
34.2%
19.7%
PUBLISHERS OVERALLNETWORKS & EXCHANGES
Viewability By Channel (Time)
28.9%
16.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
≥1s ≥5s ≥15s
50.1%
44.0%
39.9%
25.9%
14.7%
34.2%
19.7%
PUBLISHERS OVERALLNETWORKS & EXCHANGES
Viewability By Channel (Time)
28.9%
16.9%
≥1s 44.1%
≥5s 25.0%
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
14.0%
48.3%
31.7%
18.6%
57.5%
37.7%
20.6%
Viewability by Ad Size
LEADERBOARD
MEDIUM RECTANGLE
SKYSCRAPER
728x90
300x250
160x600
4
VIEWABILITY BY AD SIZE*
VIEWABILITY BY TIME
*Top three ad sizes
TRue Advertising Quality ScoreBrand RiskTRAQ Score
Moderate to Very High RiskViewability Ad Fraud
In view as per MRC standard
539 15.4% 37.2% 11.6%
IMPRESSIONS ON AUTOPLAY
51.2%
IMP
RE
SS
ION
S WITH MULTIPLE VIDEO
S ON
PA
GE9.2%
MOST COMMON PLAYER SIZE
300 x 250
1st Quartile
Midpoint
3rd Quartile
Completion
29.5%
28.3%
27.1%
26.0%
Video: Completion Rates In View
MOST COMMON IN-STREAM VIDEO CATEGORIES
Arts & Entertainment
News
Sports
Law, Government, Politics
Technology & Computing
1
2
3
4
5
OVERALL
COMPLETION RATE IN VIEW
VIDEO ENGAGEMENT METRICS
VIDEO
5
VIDEO
6
BRAND RISK BY LEVEL
BRAND RISK BY CATEGORY
Brand Risk by Level
VERY HIGH
HIGH
MODERATE13.1%
2.2%0.9%
10.8%
1.5%0.3%
12.6%
2.1%0.8%
16.1%
12.6%
15.4%
PUBLISHERSNETWORKS &EXCHANGES
OVERALL
Brand Risk by Level
VERY HIGH
HIGH
MODERATE13.1%
2.2%0.9%
10.8%
1.5%0.3%
12.6%
2.1%0.8%
16.1%
12.6%
15.4%
PUBLISHERSNETWORKS &EXCHANGES
OVERALL
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
24.5%
26.0%
9.4%8.0%
2.3%
2.2%
27.5%
6.8%
PUBLISHERS
39.2%
1.7%
12.4%3.8%
5.8% 3.3%
33.8%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
24.5%
26.0%
9.4%8.0%
2.3%
2.2%
27.5%
6.8%
PUBLISHERS
39.2%
1.7%
12.4%3.8%
5.8% 3.3%
33.8%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
Brand Risk by Category
NETWORKS &EXCHANGES
24.5%
26.0%
9.4%8.0%
2.3%
2.2%
27.5%
6.8%
PUBLISHERS
39.2%
1.7%
12.4%3.8%
5.8% 3.3%
33.8%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
TRue Advertising Quality Score
1,000250
642 UK586AUSTRALIA
610 GERMANY597FRANCE
12.2%UK
9.9%FRANCE
8.5%GERMANY
7.4%AUSTRALIA
0% 2% 4% 6% 8% 10% 12% 14%
INTERNATIONAL DISPLAY SNAPSHOTTRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
7
In view as per MRC standard
FRANCE GERMANY UK
55.4%
AUSTRALIA
40.8% 43.8% 49.7%
Moderate to Very High Risk
FRANCE
8.6%
AUSTRALIA
13.6%
UK
13.3%
GERMANY
14.5%
TRue Advertising Quality Score
1,000250
642 UK586AUSTRALIA
610 GERMANY597FRANCE
Moderate to Very High Risk
FRANCE
8.6%
AUSTRALIA
13.6%
UK
13.3%
GERMANY
14.5%
Moderate to Very High Risk
FRANCE
8.6%
AUSTRALIA
13.6%
UK
13.3%
GERMANY
14.5%
Moderate to Very High Risk
FRANCE
8.6%
AUSTRALIA
13.6%
UK
13.3%
GERMANY
14.5%
Moderate to Very High Risk
FRANCE
8.6%
AUSTRALIA
13.6%
UK
13.3%
GERMANY
14.5%
In view as per MRC standard
FRANCE GERMANY UK
55.4%
AUSTRALIA
40.8% 43.8% 49.7%
Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, Integral has evolved into a global media valuation platform that is the industry’s standard for rating media quality. Integral focuses on a comprehensive solution set that enables advertising to appear in quality environments and receive favorable exposures while allowing sellers to monitor and control inventory quality and performance. Integral’s technology drives improved visibility, efficiency, and ROI for all players across the digital media landscape.
CONTACT US
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