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The UK ad industry wakes up to brand safety risk

Sep 12, 2017

The latest Integral Ad Science Media Quality Report finds a reduction in brand safety risk linked with content classified as violent, within the UK digital advertising industry

London, UK, 12 September 2017: Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, today released its bi-annual Media Quality Report (MQR). The H1 2017 report highlights brand safety, ad fraud, and viewability trends across UK desktop, video, and now global mobile advertising. The report reveals that UK desktop brand safety risk continues to fall, decreasing from 6.8% in H2 2016 to 3.7% in H1 2017.

Findings show there has been a reduction in brand safety risk linked to violence in the UK. Out of all programmatically served impressions identified as posing a risk, those classified as served adjacent to violent content decreased by 29.4%.

Nick Morley, EMEA MD, Integral Ad Science, comments, “The findings from our H1 2017 Media Quality Report further highlight that with industry attention and proactive measures, improvements in brand safety can be made. This can be seen in the reduction of brand safety risk linked with violent content, due to a greater industry awareness and work undertaken to put controls in place. Brand safety, ad fraud and viewability should form part of a holistic view of buying and selling media to identify and reduce wastage, thereby ensuring the most efficient media plan.”

Understanding nuances across devices and markets is paramount for brands undertaking global ad campaigns, whilst UK brand risk is declining in desktop display, the same trends have not been seen across the report, for example:

  • In the US, violence accounts for 30% percent or more of all risky impressions flagged across desktop and video
  • Brand safety risk has increased by 20.2% from H2 2016 within global desktop video, to 10.7% in H1 2017.
  • Brand risk for global mobile web impressions was found to be at 8.5%, with higher risk in adult and violent content categories.

Built on in-house data science and engineering expertise, IAS’s brand safety solution has capabilities in multiple languages, across eight risk categories (adult content, alcohol, gambling, hate speech, illegal downloads, illegal drugs, offensive language and controversial content (which includes fake news), and violence), covering 40 languages and nearly 99% of internet users.

In addition to brand safety, IAS’ H1 2017 Media Quality Report highlights ad fraud, and viewability trends for programmatic and direct advertising across multiple platforms. For the first time, the H1 2017 report includes global mobile and UK video data. The UK MQR analysed data, across nearly 300 billion global impressions, from advertising campaigns that ran between 1st January and 30th June 2017. The full report can be viewed here. 

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