17THEDITION
MediaQuality
Report
Drivebusinessoutcomes
withbettermediaqualityTableofcontents
0102030405
IntroductionDefinitionsKeyTrendofH12022ViewabilityAdCompletion
Pg.4Pg.5Pg.6Pg.9Pg.17
0607080910
Time-in-ViewAdFraudBrandRiskLookingAheadAboutIAS
Pg.21Pg.26Pg.32Pg.38Pg.41
17thEdition2ForewordfromourCEO
Afterseveralyearsofmassivesocietalshifts,consumersareseeingmore
consistenttrendsintheireverydaylives.Indigitaladvertising,however,
weknowtheecosystemwillcontinuetoevolveasnewinnovations
emergeandcontentcreationincreases—enhancingtheneedforreliable
mediaqualitymetrics.
AtIntegralAdScience,ourbenchmarksserveasactionableinsights
tohelpmarketersstayaheadoftheunpredictabilityofdigitalmedia.
We’reproudtobeagloballeaderinmediaquality,providingmarketers
acrosstheworldwithinsightstheycancountonforpeakperformance.
TheMediaQualityReport(MQR)uncoversglobalperformancemetrics
acrosskeycategoriesbasedonourvastdata,helpingourcustomersset
campaignstandardsandoptimizemarketingstrategies.
OurbiannualMQRisjustoneofthemanywaysweupholdourmissionto
buildtrustandtransparencyfortheworld’sleadingbrands,publishers,
andplatforms.IlookforwardtosharingourlatestbenchmarkswithyouLisaUtzschneider
toprovidethestandardsthathelpyoudrivebusinessoutcomes.ChiefExecutiveOfficer
IntegralAdScience
17thEdition301Introduction
Aswegraduallyemergefromseveralyearsofunpredictability,
theadvertisingindustryhaslearnedthatdigitaltrendsmaynotbe
asconsistentorlong-lastingastheyoncewere.Assuch,digital
mediaisprogressingataswiftrate,withcontentcreationrapidly
boomingandnewplatformsconstantlyemerging.
Inthisreport,weexplorehowmediaqualityhasevolvedover
thepastsixmonths,andhowmarketerscanusetheseshiftsto
maximizefuturecampaignperformance.
AtIntegralAdScience,wemeasuretrillionsofdataevents
monthlyandobserveglobalmediaqualitydevelopmentsinreal-
time.TheMediaQualityReportleveragesthisdatabasetooffer
anindustrybarometeragainstwhichadbuyersandsellersmay
benchmarkthequalityoftheircampaignsandinventory.
17thEdition402Definitions
ViewabilityBrandRiskAdFraud
PertheMediaRatingsCouncil(MRC)standards,adisplayadImpressionsonpagesthatareflaggedforposingvariousAnyimpressionsresultingfromadeliberateactivitythatpreventsthe
impressionisconsideredviewableifatleast50%ofpixelsareonlevelsofharmtobrandimageand/orreputationthroughproperdeliveryofadstorealpeople,attherighttime,intheright
screenforatleastonesecondaftertheadhasrendered.Avideoassociation,basedoneightcorecontentcategories:place—resultinginfinancialoropportunitylossbytheadvertiser
adimpressionisviewableiftheadisplayingwhileatleast50%Adult,Alcohol,Gambling,HateSpeech,IllegalDownloads,and/orpublisherinaparticulartransaction.
ofthepixelsareonscreenforatleasttwocontinuousseconds.IllegalDrugs,OffensiveLanguage,andViolence.
OptimizedFraud
Optimizedfraudbenchmarksrepresentcampaignsthatwere
executedwithafraudmitigationstrategy.
AdCompletionTime-in-ViewNon-OptimizedFraud
RepresentstheshareofviewablevideoadimpressionsTime-in-viewistheaveragedurationthataviewable
Non-optimizedfraudbenchmarksrepresentcampaignsthat
thatremainedinviewthrougheachquartileoftheimpressionremainsinview.Impressionsthatarenot
didnotincorporateaformoffraudmitigationstrategy.These
advertisementplaytime.viewableaccordingtotheMediaRatingsCouncil(MRC)
benchmarksreflectaglobalaverage.
standardarenotincludedinthiscalculation.
17thEdition5