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IAS Media Quality Report H1 2019 | Global Update Media Quality Report H1 2019 GLOBAL UPDATEIAS Media Quality Report H1 2019 | Global Update 1 IAS Media Quality Report H1 2019 | Global Update Table of contents 01 Whats new? Pg. 2 02 Viewability Pg. 3 03 Time-in-view Pg. 9 04 Ad fraud Pg. 13 05 Brand risk Pg. 17 06 About IAS Pg. 22IAS Media Quality Report H1 2019 | Global Update 2 Media quality verification and protection remain key focuses across the digital advertising industry. The rising share of programmatic transactions and a rapidly increasing rate of content creation worldwide are compounding the challenge of ensuring campaigns are viewed by real humans in environments suitable to a brands image and message. Measuring over 1 trillion media metrics each day globally, Integral Ad Science is able to observe media quality developments as they occur in real-time. Leveraging this vast database, the Media Quality Report offers an industry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory. A snapshot of media quality around the globe Individual country editions of the Media Quality Report will now be released annually with a global overview updating key benchmarks in the first half of the year. This report is the first global overview of its kind, including major digital markets and high-level benchmarks in a singular source for marketers and publishers. Whats new? De finitions Time-in-view Time-in-view is the average duration that a viewable impression remained in view. This average does not include impressions that were not viewable according to the MRC standard in the calculation. Viewability Per the Media Ratings Council (MRC), a display ad impression is viewable if at least 50% of pixels are on screen for at least one second after the ad has rendered, and a video ad impression is viewable if the ad is playing while at least 50% of pixels are on screen for at least two continuous seconds. Ad fraud Any 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 financial or opportunity loss by the advertiser and/or publisher in a particular transaction. Optimized fraud Optimized fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy. Global non-optimized fraud Non-optimized fraud benchmarks represent campaigns that did not incorporate a form of fraud mitigation strategy. These benchmarks now reflect a global average. Brand risk Impressions on pages that are flagged for posing various levels of harm to brand image and/or reputation through association, based on eight core content categories: adult, alcohol, hate speech, illegal downloads, illegal drugs, offensive language and controversial content, and violence. IAS Media Quality Report H1 2019 | Global Update 01IAS Media Quality Report H1 2019 | Global Update 3 Global viewability averages surpassed 60% across all formats and environments in H1 2019. Desktop video achieved the highest worldwide average rate at 71.9%, up from 69.4% in the same period a year prior. Likely reflecting evolving media consumption patterns, mobile app display viewability improved most in absolute terms, rising nearly 9 percentage points from 53.5% to 62.3%, between H1 2018 and H1 2019. Viewability 02 IAS Media Quality Report H1 2019 | Global Update Italy registered the highest viewability rate across all benchmarks and countries analyzed, with 80.4% of mobile web video ad impressions remaining in view for at least 2 seconds while half or more of the player was also in view.4 IAS Media Quality Report H1 2019 | Global Update Viewability Desktop display 69.2% 61.6% H1 2018 WORLDWIDE In view per the MRC standard 69.4% 67.0% GERMANY 42.3% 49.8% JAPAN 68.8% 62.7% AUSTRALIA 59.6% 47.4% ITAL Y 73.6% 62.7% CANADA 70.9% 63.4% UNITED KINGDOM 67. 2% 62.1% FRANCE 60.8% 52.9% NEW ZEALAND 66.6% 59.9% UNITED STATES SPAIN 59.6% 55.0% H1 20195 IAS Media Quality Report H1 2019 | Global Update Viewability Desktop video 71.9% 69.4% H1 2018 WORLDWIDE In view per the MRC standard 67.8% 66.6% GERMANY 7 7.0% 76.6% AUSTRALIA 7 7.9% 68.8% ITAL Y 73.4% 68.1% CANADA 72.4% 64.5% UNITED KINGDOM 76.7% 74.8% FRANCE 68.5% 68.4% UNITED STATES SPAIN 70.0% 69.1% H1 20196 IAS Media Quality Report H1 2019 | Global Update Viewability Mobile web display 60.4% 52.2% H1 2018 WORLDWIDE In view per the MRC standard 54.0% 50.8% GERMANY 64.5% 55.0% AUSTRALIA 64.7% 49.7% CANADA 64.7% 57.6% UNITED KINGDOM 49.2% 55.3% FRANCE 62.2% 54.8% UNITED STATES H1 2019 46.7% 36.4% ITAL Y 34.2% 40.6% JAPAN SPAIN 44.2% 22.7%7 IAS Media Quality Report H1 2019 | Global Update Viewability Mobile web video 68.8% 69.7% H1 2018 WORLDWIDE In view per the MRC standard 68.0% 68.2% GERMANY 66.2% 72.9% AUSTRALIA 80.4% 7 7.9% ITAL Y 69.7% 68.0% CANADA 67.7% 69.0% UNITED KINGDOM 72.6% 68.1% FRANCE 61.4% 65.2% UNITED STATES SPAIN 71.8% 70.0% H1 20198 IAS Media Quality Report H1 2019 | Global Update Viewability Mobile app display 62.3% 53.5% H1 2018 WORLDWIDE In view per the MRC standard 48.6% 43.5% GERMANY 60.0% 54.5% AUSTRALIA 61.1% 46.9% ITAL Y 66.5% 55.2% CANADA 60.5% 48.2% UNITED KINGDOM 46.6% 56.9% FRANCE 67.3% 54.8% UNITED STATES SPAIN 51.2% 42.3% H1 2019IAS Media Quality Report H1 2019 | Global Update 9 Recent enhancements to our time-in-view methodology 3 enable agencies, brands and publishers to more easily benchmark their own time-based metrics against the Media Quality Report, bringing closer alignment with commonly used media planning tools. Display time-in-view averaged more than 23 seconds via desktop computers worldwide, the highest of any device in H1 2019. Likely influenced by larger desktop screen sizes and to some extent idle sessions the average time desktop display ads worldwide remained in view surpassed those of mobile web display (15.6s) and mobile app display (20.2s) in H1 2019. Country-by-country comparisons show desktop display ads remained in view the longest in Italy (28.7s), Spain (26.2s) and Australia (25.2s). Average mobile web display time-in-view was highest in Australia at 18.5s with the UK market topping the mobile app ranking at 22.5s in H1 2019. Time-in-view 03 IAS Media Quality Report H1 2019 | Global Update10 IAS Media Quality Report H1 2019 | Global Update Time-in-view 0s 15s 30s AUSTRALIA 25.18s 0s 15s 30s JAPAN 18.69s 0s 15s 30s CANADA 22.32s 0s 15s 30s NEW ZEALAND 21.87s 0s 15s 30s FRANCE 24.85s 0s 15s 30s SPAIN 26.22s 0s 15s 30s GERMANY 24.85s 0s 15s 30s UNITED KINGDOM 21.67s 0s 15s 30s ITAL Y 28.66s 0s 15s 30s UNITED STATES 22.02s Desktop display H1 2019 23.53s WORLDWIDE11 IAS Media Quality Report H1 2019 | Global Update Time-in-view 0s 15s 30s AUSTRALIA 18.47s 0s 15s 30s JAPAN 14.58s 0s 15s 30s CANADA 16.15s 0s 15s 30s FRANCE 15.07s 0s 15s 30s SPAIN 13.38s 0s 15s 30s GERMANY 15.15s 0s 15s 30s UNITED KINGDOM 14.99s 0s 15s 30s ITAL Y 15.36s 0s 15s 30s UNITED STATES 16.19s Mobile web display H1 2019 15.58s WORLDWIDE12 IAS Media Quality Report H1 2019 | Global Update Time-in-view 0s 15s 30s CANADA 20.55s 0s 15s 30s FRANCE 12.48s 0s 15s 30s SPAIN 13.99s 0s 15s 30s GERMANY 14.23s 0s 15s 30s UNITED KINGDOM 22.52s 0s 15s 30s ITAL Y 10.15s 0s 15s 30s UNITED STATES 20.41s Mobile app display H1 2019 20.18s WORLDWIDEIAS Media Quality Report H1 2019 | Global Update 13 Global display fraud rates on campaigns optimized- against-ad-fraud increased slightly between H1 2018 and H1 2019. Desktop display optimized-against-ad- fraud rates rose most in Japan and Australia up 1.0 and 0.6 percentage points respectively and dropped from 0.8% to 0.6% in Italy. New Zealand remained the least fraud-prone market, registering optimized-against-ad-fraud rates of 0.4% and 0.3%, respectively on desktop and mobile web. Desktop video fraud rates dropped below 1.0% worldwide, driven by steep reductions in optimized- against-ad-fraud rates in the US, UK and Italy. Across these three markets, lower fraud rates in programmatic transactions were the key factor behind the improvement. Ad fraud 04 IAS Media Quality Report H1 2019 | Global Update14 IAS Media Quality Report H1 2019 | Global Update Ad fraud 14.7% 0.8% 11.7% 1.1% WORLDWIDE NON-OPTIMIZED WORLDWIDE OPTIMIZED Desktop display H1 2018 H1 2019 % of total impressions 1.5% 0.9% AUSTRALIA 0% 5% 2.6% 1.6% JAPAN 0% 5% CANADA 0.8% 0.8% 0% 5% NEW ZEALAND 0.4% 0.4% 0% 5% FRANCE 0.9% 0.4% 0% 5% SPAIN 0.6% 0.5% 0% 5% 1.2% 0.7% GERMANY 0% 5% UNITED KINGDOM 0.9% 0.7% 0% 5% ITAL Y 0.6% 0.8% 0% 5% UNITED STATES 1.9% 1.8% 0% 5% OPTIMIZED AGAINST AD FRAUD OPTIMIZED AGAINST AD FRAUD15 IAS Media Quality Report H1 2019 | Global Update Ad fraud 9.5% 1.1% 7.8% 0.7% WORLDWIDE NON-OPTIMIZED WORLDWIDE OPTIMIZED Desktop video H1 2018 H1 2019 % of total impressions 1.0% 0.7% AUSTRALIA 0% 5% CANADA 0.7% 0.7% 0% 5% FRANCE 0.7% 0.5% 0% 5% SPAIN 0.5% 0.5% 0% 5% 1.0% 0.9% GERMANY 0% 5% UNITED KINGDOM 0.8% 1.4% 0% 5% ITAL Y 0.4% 1.0% 0% 5% UNITED STATES 1.1% 2.3% 0% 5% OPTIMIZED AGAINST AD FRAUD OPTIMIZED AGAINST AD FRAUD16 IAS Media Quality Report H1 2019 | Global Update Ad fraud 9.8% 0.5% 11.9% 0.6% WORLDWIDE NON-OPTIMIZED WORLDWIDE OPTIMIZED Mobile web display H1 2018 H1 2019 % of total impressions 0.6% 0.5% AUSTRALIA 0% 5% 1.9% 0.8% JAPAN 0% 5% CANADA 0.4% 0.4% 0% 5% NEW ZEALAND 0.3% 0.3% 0% 5% FRANCE 0.4% 0.2% 0% 5% SPAIN 0.4% 0.3% 0% 5% 0.6% 0.4% GERMANY 0% 5% UNITED KINGDOM 0.5% 0.4% 0% 5% ITAL Y 0.4% 0.7% 0% 5% UNITED STATES 0.9% 0.8% 0% 5% OPTIMIZED AGAINST AD FRAUD OPTIMIZED AGAINST AD FRAUDIAS Media Quality Report H1 2019 | Global Update 17 Protecting brand reputation remains a concern among digital ad buyers. The acceleration and scale at which content premium or user-generated is created are only compounding the challenge of ensuring brand safety. Likewise, the growing portion of digital advertising transacting programmatically demands sophisticated verification solutions to protect brands without compromising reach. Average brand risk levels were largely reduced between H1 2018 and H1 2019, with the portion of worldwide impressions at risk on desktop display (4.7%), desktop video (6.9%) and mobile web display (5.9%) environments dropping by roughly one percentage point. Mobile web video stood at 7.8% in H1 2019, essentially unchanged year-over-year. Across nearly all devices and formats, Italy prevailed as the safest market for brands, the exception being mobile web video where Australias 4.8% brand risk rate was just below Italys 4.9% in H1 2019. Italys brand risk was lowest on desktop display at 1.9% in H1 2019, down from 2.8% the previous year. Japans brand risk levels across mobile web display dropped from 12.8% to 6.5% between H1 2018 and H1 2019, the steepest reduction in any market, driven by shrinking portions of programmatic inventory risked to the adult and offensive language categories. Brand risk stood above the global average in Germany, largely due to moderate risk content related to the alcohol category. Germanys self-regulatory environment for alcohol advertising requires only that online ads are not directed to children and adolescents. 4 Brand risk 05 IAS Media Quality Report H1 2019 | Global Update18 IAS Media Quality Report H1 2019 | Global Update Brand risk Desktop display WORLDWIDE H1 2018 H1 2019 FRANCE H1 2018 Total risk High / Very High Medium H1 2019 4.5% 0.1% 4.4% 6.8% 0.2% 6.6% GERMANY H1 2018 Total risk High / Very High Medium H1 2019 10.4% 0.2% 10.3% 13.8% 0.2% 13.6% CANADA H1 2018 Total risk High / Very High Medium H1 2019 7.8% 0.5% 7.3% 3.2% 0.1% 3.1% ITALY H1 2018 Total risk High / Very High Medium H1 2019 2.8% 0.1% 2.7% 1.9% 0.1% 1.9% AUSTRALIA H1 2018 Total risk High / Very High Medium H1 2019 6.8% 0.3% 6.5% 2.5% 0.1% 2.4% UNITED STATES H1 2018 Total risk High / Very High Medium H1 2019 9.2% 0.4% 8.8% 6.3% 0.3% 6.0% SPAIN H1 2018 Total risk High / Very High Medium H1 2019 4.8% 0.4% 4.4% 4.7% 0.3% 4.4% NEW ZEALAND H1 2018 Total risk High / Very High Medium H1 2019 5.0% 0.2% 4.8% 4.9% 0.2% 4.7% JAPAN H1 2018 Total risk High / Very High Medium H1 2019 5.5% 0.4% 5.1% 2.9% 0.1% 2.7% UNITED KINGDOM H1 2018 Total risk High / Very High Medium H1 2019 4.5% 0.2% 4.3% 2.8% 0.1% 2.7% H1 2018 Total risk High / Very High Medium H1 2019 6.0% 0.2% 5.8% 4.7% 0.2% 4.5% % of pages scored; numbers may not add up exactly due to rounding19 IAS Media Quality Report H1 2019 | Global Update Brand risk Desktop video WORLDWIDE H1 2018 H1 2019 H1 2018 Total risk High / Very High Medium H1 2019 7.6% 0.3% 7.3% 6.9% 0.3% 6.6% % of pages scored; numbers may not add up exactly due to rounding UNITED STATES H1 2018 Total risk High / Very High Medium H1 2019 8.8% 0.6% 8.3% 8.3% 0.5% 7.8% SPAIN H1 2018 Total risk High / Very High Medium H1 2019 5.7% 0.4% 5.2% 4.4% 0.3% 4.1% FRANCE H1 2018 Total risk High / Very High Medium H1 2019 7.5% 0.2% 7.3% 8.2% 0.5% 7.7% GERMANY H1 2018 Total risk High / Very High Medium H1 2019 14.7% 0.3% 14.4% 14.3% 0.2% 14.1% CANADA H1 2018 Total risk High / Very High Medium H1 2019 8.5% 0.2% 8.3% 7.3% 0.4% 6.9% ITALY H1 2018 Total risk High / Very High Medium H1 2019 4.5% 0.2% 4.3% 3.2% 0.1% 3.1% UNITED KINGDOM H1 2018 Total risk High / Very High Medium H1 2019 10.6% 0.5% 10.1% 9.8% 0.2% 9.6% AUSTRALIA H1 2018 Total risk High / Very High Medium H1 2019 5.3% 0.1% 5.2% 5.0% 0.1% 4.9%20 IAS Media Quality Report H1 2019 | Global Update Brand risk Mobile web display WORLDWIDE H1 2018 H1 2019 H1 2018 Total risk High / Very High Medium H1 2019 6.7% 0.3% 6.4% 5.9% 0.3% 5.6% % of pages scored; numbers may not add up exactly due to rounding FRANCE H1 2018 Total risk High / Very High Medium H1 2019 5.4% 0.1% 5.3% 8.8% 0.5% 8.3% GERMANY H1 2018 Total risk High / Very High Medium H1 2019 14.7% 0.2% 14.5% 18.4% 0.3% 18.1% CANADA H1 2018 Total risk High / Very High Medium H1 2019 7.7% 0.4% 7.3% 4.2% 0.3% 3.9% ITALY H1 2018 Total risk High / Very High Medium H1 2019 2.7% 0.1% 2.5% 2.8% 0.2% 2.7% AUSTRALIA H1 2018 Total risk High / Very High Medium H1 2019 7.4% 0.3% 7.1% 3.0% 0.2% 2.8% UNITED STATES H1 2018 Total risk High / Very High Medium H1 2019 9.3% 0.5% 8.8% 8.5% 0.7% 7.8% SPAIN H1 2018 Total risk High / Very High Medium H1 2019 4.3% 0.2% 4.1% 5.5% 0.4% 5.1% NEW ZEALAND H1 2018 Total risk High / Very High Medium H1 2019 4.6% 0.2% 4.4% 5.2% 0.2% 5.0% JAPAN H1 2018 Total risk High / Very High Medium H1 2019 12.8% 1.0% 11.8% 6.5% 0.4% 6.1% UNITED KINGDOM H1 2018 Total risk High / Very High Medium H1 2019 4.2% 0.2% 4.0% 3.5% 0.2% 3.3%21 IAS Media Quality Report H1 2019 | Global Update Brand risk Mobile web video WORLDWIDE H1 2018 H1 2019 H1 2018 Total risk High / Very High Medium H1 2019 7.6
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