Share on LinkedIn
Share on XToday, IAS is proud to announce the rebrand of our MRC-accredited metric “Qualified Ads” to Quality Impressions™. As the digital advertising landscape grows more complex, understanding the value of your media investment is more critical than ever. Quality Impressions™ makes that easier by ensuring media quality standards that drive better campaign outcomes.
With Quality Impressions™, advertisers gain transparency into the effectiveness of their media placements. This proprietary metric verifies that an ad meets essential criteria to maximize impact and improve results.
Let’s explore how this updated approach to media quality delivers better insights for advertisers.
Not all impressions are equal. Many traditional metrics only measure whether an ad is delivered, but they fail to account for quality. Quality Impressions™ takes a more comprehensive approach to ensure that each impression meets key standards for effectiveness.
For an ad to qualify as a Quality Impression™, it must meet these criteria:
- Viewable: The ad must meet MRC standards for viewability, ensuring that users actually see it.
- By a real person: Traffic must be verified as human to eliminate fraudulent impressions.
- In geo: The ad must be delivered in the intended geographic location.
- In a brand safe and suitable environment: The ad must appear alongside content that aligns with the brand’s safety and suitability preferences.
This holistic approach to media quality helps advertisers make more informed decisions, ensuring that every impression counts toward campaign success.
In digital advertising, transparency drives performance. Quality Impressions™ empower advertisers to see beyond delivery metrics and focus on what truly matters: ensuring their ads are seen by real people in the right places and environments. This transparency leads to more effective optimizations, helping brands achieve better results across campaigns.
Tony Marlow, CMO of IAS, highlights the importance of this metric:
“Not all impressions are equal and advertisers continue to need an easy way to understand whether a digital ad meets their media quality standards for a campaign. Rebranding this key metric to ‘Quality Impressions’ is exciting because it better represents the market need for transparency into advertising quality, which is a key driver of campaign outcomes.”
By adopting Quality Impressions™, advertisers can reduce wasted spend, protect brand reputation, and improve performance — all essential components of a successful media strategy.
By focusing on quality over quantity, Quality Impressions™ help advertisers better understand their media value. This metric gives them the insights they need to refine targeting strategies, optimize placements, and deliver more impactful campaigns.
Here’s how Quality Impressions™ make a difference:
- Ensure your ads are viewable and engaging
- Reduce wasted impressions from bot traffic or non-human viewers
- Improve brand safety and suitability for every placement
- Gain real-time insights to optimize campaigns mid-flight
Ready to learn more?
Download our one sheet to explore how Quality Impressions™ can transform your media strategy.
