{"id":301123,"date":"2020-10-26T04:00:00","date_gmt":"2020-10-26T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/programmatic-drives-media-quality-improvements\/"},"modified":"2025-01-31T07:04:08","modified_gmt":"2025-01-31T07:04:08","slug":"programmatic-drives-media-quality-improvements","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/programmatic-drives-media-quality-improvements\/","title":{"rendered":"Programmatic drives media quality improvements"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-119793 aligncenter\" src=\"\/wp-content\/uploads\/2020\/10\/MQR_H12020_ALTVERSION_Insider-Header-760x478.jpg\" alt=\"MQR H1 2020\" width=\"760\" height=\"478\" \/><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">IAS recently released its latest Media Quality Report for H1 2020, providing transparency into the performance and quality of UK digital media, alongside global comparisons. The report provides benchmarks for levels of viewability, brand risk, and ad fraud across digital environments and channels in 15 major digital markets.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the key media quality trends impacting the UK:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-120969 aligncenter\" src=\"\/wp-content\/uploads\/2020\/10\/Screenshot-2020-10-26-at-07.27.38-760x436.png\" alt=\"Media quality, brand risk\" width=\"760\" height=\"436\" \/><\/p>\n<h3><b>Risk reduces for UK advertisers<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In a year of transformative global events and increased digital content consumption, risk posed to brand advertising appearing next to content deemed inappropriate continued to drop everywhere except <\/span><span style=\"font-weight: 400;\">desktop display environments between H2 2019 and H1 2020.<\/span> <span style=\"font-weight: 400;\">This continued improvement in risk in the UK can in part be attributed\u00a0 to the increased use of verification technology and advertisers applying\u00a0 pre-bid filters to their campaigns.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Overall, mobile web video environments experienced the greatest improvement in brand risk. An average of 6.6% of all UK mobile web video ad impressions were found to appear next to content deemed risky to brand reputation, compared to 7.8% in H2 2019. With <\/span><b>programmatic buys,<\/b> <b>mobile web video <\/b><span style=\"font-weight: 400;\">risk fell <\/span><b>24 percent\u00a0 to 5.6%<\/b><span style=\"font-weight: 400;\"> when compared to H2 2019.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The UK was found to be the fourth safest country for desktop video, with only <\/span><b>5.7%<\/b><span style=\"font-weight: 400;\"> of UK video impressions found next to unsafe content. <\/span><b>For desktop video impressions sourced via programmatic channels,<\/b><span style=\"font-weight: 400;\"> the risk of ads being placed next to undesirable content decreased by 10 percent to<\/span><b> 5.3% <\/b><span style=\"font-weight: 400;\">in H1 2020.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The mobile web display environment was the second safest for advertisers in the UK, only <\/span><b>3.3%<\/b><span style=\"font-weight: 400;\"> of mobile display impressions in the UK appeared next to inappropriate content during the first half of 2020.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Even though desktop display impressions saw an increased risk, only 3.1% of UK desktop impressions were at <\/span><span style=\"font-weight: 400;\">risk of being placed next to unsuitable content, earning the UK fifth place in the global ranking.\u00a0<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-medium wp-image-120979 aligncenter\" src=\"\/wp-content\/uploads\/2020\/10\/Screenshot-2020-10-26-at-07.29.25-760x422.png\" alt=\"Media quality UK viewability\" width=\"760\" height=\"422\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<h3><b>Viewability continues to rise in the UK\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">During H1 2020, viewability of UK ad impressions continued to rise across all formats and environments, hitting the highest levels ever seen. For the first time, <\/span><b>nearly three-quarters of all UK ad impressions were in-view<\/b><span style=\"font-weight: 400;\">, with viewability levels exceeding 72.5%.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mobile app display saw the biggest increase, with 73.5% of mobile app ads in view. The improvement was largely driven by programmatically transacted inventory, where media quality for viewability increased by<\/span><b> 5.1 percentage points to 73.0%<\/b><span style=\"font-weight: 400;\"> when compared with H2 2019<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Despite video viewability levels improving to <strong>73.5%<\/strong> for desktop video and <strong>72.5%<\/strong> for mobile web video, viewability levels for both remained below the global average.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Programmatically sourced desktop video impressions surpassed the three-quarters in-view mark at <\/span><b>75.1% of impressions in-view<\/b><span style=\"font-weight: 400;\">, ranking this environment the most viewable for the UK.\u00a0<\/span><\/li>\n<\/ul>\n<h3><\/h3>\n<h3><b>Ad fraud remains low for UK advertising industry<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Overall, ad fraud levels in the UK remained steady with all inventory optimised against fraudulent activity found to be on par, or below the worldwide average.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The UK\u2019s ad fraud risk sits below the global average of 0.8% for desktop display, with 0.6% of impressions flagged as being impacted by fraud<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Desktop video ad fraud also reduced lowering by 0.4% percentage points since H2 2019, to reach 0.6%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mobile web display saw only 0.5% of inventory flagged as fraudulent<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For mobile web video impressions, ad fraud levels at 0.4% were the lowest across all UK formats.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">During the coronavirus pandemic media quality took centre stage for the digital advertising ecosystem. We have seen an increased focus on brand suitability and risk management. Advertisers have turned to contextual technologies to ensure that their advertising does not inadvertently appear adjacent to hateful content or misinformation. Couple this with ad fraud levels remaining low when utilising IAS fraud mitigation technology and a continued improvement in viewability, and it\u2019s clear UK marketers have been focused on realising efficiencies with their advertising budgets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Download the full report <\/span><a href=\"https:\/\/go.integralads.com\/uk-mqr-2020-h1?utm_campaign=UK-ES-2020-10-MQR-Release-H1-2020&amp;utm_medium=email&amp;utm_source=sales&amp;utm_content=media-quality&amp;utm_term=UK-MQR-sales-email\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\"> and learn how the quality of your ad campaigns and inventory measure up.<\/span><\/p>\n<p>To see previous reports, go to:<\/p>\n<p><a href=\"\/uk\/insider\/the-latest-media-quality-findings-for-h2-2019\/\">Media Quality Report H2 2019<\/a><\/p>\n<p><a href=\"\/uk\/insider\/our-latest-uk-media-quality-findings-for-h1-2019\/\">Media Quality Report H1 2019<\/a><\/p>\n<p><a href=\"https:\/\/go.integralads.com\/uk-mqr-2018-h2\">Media Quality Report H2 2018<\/a><\/p>\n<p><a href=\"\/uk\/insider\/h1-2018-uk-media-quality-report\/\">Media Quality Report H1 2018<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS recently released its latest Media Quality Report for H1 2020, providing transparency into the performance and quality of UK digital media, alongside global comparisons. The report provides benchmarks for levels of viewability, brand risk, and ad fraud across digital&#8230;<\/p>\n","protected":false},"author":1,"featured_media":293776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[272,288],"tags":[],"class_list":["post-301123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research-uk","category-resources-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Programmatic drives media quality improvements - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"IAS recently released its latest Media Quality Report for H1 2020, providing benchmarks for levels of viewability, brand risk, and ad fraud.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/programmatic-drives-media-quality-improvements\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programmatic drives media quality improvements\" \/>\n<meta property=\"og:description\" content=\"IAS recently released its latest Media Quality Report for H1 2020, providing benchmarks for levels of viewability, brand risk, and ad fraud.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/programmatic-drives-media-quality-improvements\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-26T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-31T07:04:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/MQR_H12020_ALTVERSION_Insider-Tile-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/programmatic-drives-media-quality-improvements\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/programmatic-drives-media-quality-improvements\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Programmatic drives media quality improvements\",\"datePublished\":\"2020-10-26T04:00:00+00:00\",\"dateModified\":\"2025-01-31T07:04:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/programmatic-drives-media-quality-improvements\\\/\"},\"wordCount\":644,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/programmatic-drives-media-quality-improvements\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/MQR_H12020_ALTVERSION_Insider-Tile-1.jpg\",\"articleSection\":[\"Research\",\"Resources\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/programmatic-drives-media-quality-improvements\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/uk\\\/insider\\\/programmatic-drives-media-quality-improvements\\\/\",\"name\":\"Programmatic drives media quality improvements - 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