Study: Consumers aren’t overexposed during campaigns

An interesting finding from Integral Ad Science’s new H2 2016 Media Quality Report is that, contrary to popular opinion, consumers aren’t being overexposed to products or brands during campaigns. Researchers state that, in fact, ad fraud is making it seem as if more viewable ads are being served than actually are being served.

According to the report advertising fraud is about 88% higher on home pages than on article pages, and that at night bots are significantly more active, making it less likely that ads are being served to humans. Ad fraud, researchers found, steadies at about 8am and remains steady throughout the day, but between 12AM and 4 AM, bot traffic peaks.

Read the full article here on BizReport.