Integral Ad Science Announces Results of its Semiannual Review and Analysis of the Display Ad Industry for Q3-Q4 2012

New York, NY– February 14, 2013– Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, today announced the results of its Q3-Q4 2012 Semiannual Review, which represents key findings on media quality themes across the digital advertising industry. For the first time, the review includes insights from Integral’s proprietary TRAQ score—a single holistic metric that enables media buyers and sellers to determine the overall quality of each ad placement and how this impacts consumer engagement.

Using Integral’s proprietary data science, which analyzes billions of ads and web pages on a daily basis, the TRAQ score is based on a number of environmental and exposure factors, including brand safety, page content and structure, ad viewability, share of view, ad clutter, ad collisions, and likelihood of fraudulent or suspicious activity.

Results showed that ad placements bought directly from publishers had the highest average TRAQ score of 720 out of a possible 1,000, followed by an average TRAQ score of 593 for networks, 587 for hybrids and 560 for exchanges. All of these values fall within the “satisfactory” category, with the higher scores suggesting better performance for both direct response and brand advertisers. When looking at verticals, shopping had a near perfect score of 980 while food and style were at the bottom of the list with scores of 457 and 363, respectively.

Additional findings showed:

  • 20 percent of ad impressions are suspicious of being fraudulent; the number increases to 30 percent for ad exchanges.
  • Ads viewed on mobile devices and tablets nearly doubled.
  • 20 percent of ads collide with an ad from the same campaign.
  • Viewability has largely remained consistent since the last report with an average of 44 percent of ads across channels staying in view for one second or longer.  Less than 20 percent are in view for 15 seconds or more.

 “With the introduction of media quality and suspicious activity data in our Semiannual Review series, Integral and our customers have gained a more complete picture of ad placement quality and how it is affecting ad performance across channels,” said Scott Knoll, CEO of Integral.  “As our report indicates, issues like viewability and ad collisions simply cannot be improved if the industry does not take a harder look at media quality.  Data science will be an essential piece of the puzzle as the industry works toward scalable solutions in 2013.”

Integral advises that brands interested in improving their display ad performance take a proactive approach to media quality. Knoll continued, “Post campaign reports can only tell you what happened; they can’t solve problems.  As the industry continues to shift more and more towards programmatic buying, gaining pre-bid insight into ad placement safety, viewability and relevance on a page level will be an important step in improving the overall quality of online advertising for all players.”

Download the complete results below.