Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investor Relations
Contact
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | News
  3. | Video brand safety increases despite current YouTube crisis
March 29, 2017 by IAS Team

Video brand safety increases despite current YouTube crisis

By Emily Tan, Campaign.

The risk of ads being served next to content deemed inappropriate to brands has actually decreased globally from the first half of last year, from 11.2%, overall, to 8.9% in the second half of 2016.

This is despite the awareness generated by the ‘ads funding terror’ crisis earlier this year, and the ongoing boycott of advertising on YouTube. 

“With the rise in discussions around fake news, ad fraud, and brand safety, marketers need to demand greater transparency,” Nick Morley EMEA managing director for Integral Ad Science commented. 

The recent headlines have increased awareness of these issues, highlighted clear areas where improvement is required, and reinforced that context is key, he added. “Everyone in the industry has a duty of care to address brand safety issues, we’d encourage all to do their part and use third party verification technology.”

The results are from the latest Media Quality Report from Integral Ad Science which analysed ad fraud, brand safety, and viewability trends for programmatic and direct advertising. The report is based on insights collected from over 100 billion ad impressions analysed globally between 1 July and 31 December 2016.

The report also showed that video viewability has significantly improved, increasing from 40% in the first half of last year to 58.2% in the second half of 2016. Video completion rates likewise improved from 26.7% to 35.1%.

In the UK, the overall rate of ad viewability, as defined by the Media Ratings Council was 49.9%.

Ad fraud

When analysing rates of ad fraud in the UK, Integral Ad Science found a stark difference was found between campaigns using ad fraud prevention and those that did not.

Advertising using prevention technology saw ad fraud rates of 0.3%, compared with 4.9% when no fraud prevention measures were taken.

Globally, homepages were also found to attract higher rates of ad fraud, up to 88% higher than article-specific pages. 

Read the full article on Campaign here.

Posted on March 29, 2017May 13, 2021
IAS white red logo
Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.