Marketers Focused on Navigating Threats from
the Rise in AI-Generated Deepfakes and Misinformation
NEW YORK, May 7, 2024 /PRNewswire/ -- Integral Ad Science
(Nasdaq: IAS), a leading global media measurement and optimization
platform, today released its highly anticipated 19th edition of its
Media Quality Report (MQR). The annual report analyzes over 280
billion digital interactions daily from across the globe to provide
both advertisers and publishers with benchmarks to measure the
quality of their digital advertising campaigns and inventory.
The report found that marketers are focused on safeguarding
their brands from growing threats including AI-generated deepfakes
and misinformation and that consumers increasingly hold advertisers
accountable for ad placements around risky content, which can lead
to lower levels of brand favorability and trust. In addition, with
the shift to video-first environments, industry experts see social
media and digital video as the top two media types to face serious
challenges in 2024, and also the two that are most ripe for
innovation.
"IAS is committed to driving our mission forward as the
benchmark for trust 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," said
Lisa Utzschneider, CEO of IAS. "The
findings of the report highlight the need for innovative solutions
to help marketers, publishers, and platforms safeguard and scale
their brands now more than ever, all while improving ROI to remain
future-ready."
This year's report found the global brand risk rate remained
stable in 2023, coming down a nominal 0.1 point from 2022 to
reach 1.7%. However, brand risk increased 0.2 points in the
Americas from 2022 to 2023, up from 1.9% to a 2.1% brand risk
average – likely a result of increased election coverage and
political ad spending. Video, both desktop and mobile, continued to
see low brand risk worldwide. Despite sitting at a brand risk rate
of 7.0% in 2020, desktop video carried the lowest brand risk of any
format at 1.4% in 2023, with mobile video sitting slightly higher
at 1.7%.
With the Olympic Games and UEFA European Championship to come
this year, IAS discovered a correlation with major sporting events
and higher brand risk. In the U.S., a brand risk average of 3.5% in
the week leading up to the Super Bowl in February 2023 was 59% higher than the 2.2%
benchmark for the U.S.
Despite the significant spike, sporting events are considered
generally safe content as more marketers leverage brand suitability
tools and strategies, but unforeseen risks can arise during live
broadcasts and streams with continued fallout well after the event
– as seen with situations like the trophy ceremony of the Women's
World Cup in 2023. In conjunction with brand suitability tools,
utilizing contextual targeting for these types of events can also
not only help reduce risk, but increase campaign performance and
efficiency.
Additional highlights from the report include:
Global Ad Fraud
Global ad fraud has dropped to
0.6% on campaigns optimized against ad fraud – the lowest figure since 2020. All formats
have seen a drop, with desktop display and video in particular
seeing impressive reduction. However, non-optimized campaigns saw
an increase in fraud, with
fraud violations for unprotected
campaigns up to 14 times higher than optimized campaigns.
Time-in-View
Time-in-view hit a new low in H2 2023, averaging 15.78 seconds
across all regions and environments. While this decrease may not
seem ideal, IAS research found that between 3-10 seconds is the
ideal time for an ad to be in view to drive incremental sales lift.
At the same time, viewability has reached record heights, with
overall rates at 76.1%.
In its 19th edition of its Media Quality Report, IAS's Research
team captured more than 280 billion digital interactions daily at
the impression level, analyzing this data to create the Media
Quality report. The report aims to provide both advertisers and
publishers the right actionable insights to forge an innovative,
impactful, and safer digital future.
Download the full Media Quality Report from IAS here.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's 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 transparency in
digital media quality. For more information, visit
integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.