UK digital advertising viewability and fraud rates improve

More online ads were found to be in view and rates of ad fraud and risk to brand safety were at the lowest levels in Q1 2016 compared with the whole of 2015. 

It revealed that, by MRC viewability standards, 57% of ads were in view, 5% were fraudulent, and brand risk (the percentage of impressions found adjacent to content that poses a significant brand safety risk) was 7%.  

The Q1 2016 Media Quality Report from Integral Ad Science is based on the analysis of hundreds of billions of ad impressions each quarter. 

“We have started the year on the right foot and the Q1 2016 report shows that work undertaken by UK industry bodies such as IAB and JICWEBS is helping raise awareness around media quality issues for online advertisers,” said Niall Hogan, UK managing director & strategic development EMEA, Integral Ad Science.