Digital advertising is a change driven business. To better understand the impact of that change in the year to come, we asked over 900 professionals from all corners of the industry about the challenges they faced in 2018, the opportunities on the horizon they consider most important, and how those factors will drive industry-wide change in 2019.

We invite you to explore the results and learn what we discovered by downloading the report.

Focus on ROI attribution

A need for clear mechanisms to demonstrate ROI is perceived as the greatest driver of digital advertising budgets among brand advertisers. On the agency side, ROI measurement and fraudulent impressions were nearly equal in importance, followed closely by media quality.

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Threats to digital advertising budgets
(% of respondents rated 4 or 5 out of 5)
75.4
66.0
Not being able
to connect to campaign exposure to ROI/Return
on ad sales
52.6
69.0
Fraudulent impressions
59.7
63.3
An overall lack of media quality transparency
41.8
58.2
Non-viewable impressions
47.4
61.4
Delivering ads adjacent to
risky content
  • Brand
  • Data privacy regulations will only become more important

    Nearly all digital media professionals expect data privacy regulations will become more strict in 2019. Although the jury is still out as to how these sweeping regulations will impact the advertising industry, 74% of industry professionals believe they will occupy more of their attention in the next year.

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    Statements about data privacy
    (% of respondents by agreement level)
    58.2
    35.7
    Data privacy will become a greater concern overall
    54.3
    32.4
    Abuse of data privacy harms society as a whole
    9.0
    18.1
    Concerns around data privacy are unfounded
    29.0
    43.7
    Privacy regulations pose a significant threat to the entire digital ecosystem
    56.4
    36.9
    Data privacy regulations are anticipated to become more strict worldwide
  • Strongly agree
  • Statements about data privacy
    (% of respondents by agreement level)
    58.2
    35.7
    Data privacy will become a greater concern overall
    54.3
    32.4
    Abuse of data privacy harms society as a whole
    9.0
    18.1
    Concerns around data privacy are unfounded
    29.0
    43.7
    Privacy regulations pose a significant threat to the entire digital ecosystem
    56.4
    36.9
    Data privacy regulations are anticipated to become more strict worldwide
  • Strongly agree
  • Data privacy regulations will only become more important

    Nearly all digital media professionals expect data privacy regulations will become more strict in 2019. Although the jury is still out as to how these sweeping regulations will impact the advertising industry, 74% of industry professionals believe they will occupy more of their attention in the next year.

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    Cross device comes of age

    Advertising industry experts see opportunities in cross-device measurement and multi-touch attribution modeling in 2019. OTT makes the list of the first time this year, reflecting a shift in a consumer shift in viewing behaviors.

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    Top industry opportunities in 2019
    (% respondents)
    Cross-device measurement
    46.0
    OTT
    45.5
    Multi-touch attribution modeling
    43.6
    Video
    36.9
    AI/Machine Learning
    36.5

    About IAS

    Integral Ad Science (IAS) is a global technology company that offers data and solutions to establish a safer, more effective advertising ecosystem. We partner with advertisers and publishers to protect their investments, capture consumer attention, and drive business impact. Founded in 2009, IAS is headquartered in New York with global operations in 13 countries. Our growth and innovation have been recognized in the Inc. 5000, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company. Learn more at www.integralads.com.