IAS-2017年下半年媒体质量报告（英文）-2018-22页-1mb

报告摘要

Media Quality Report H2 2017 Summary

Core Content

This report outlines key trends and metrics in media quality across different platforms and regions during the second half of 2017. It emphasizes the progress made in improving viewability and brand safety, while also highlighting the ongoing challenges related to ad fraud and the evolving risk landscape.

Main Trends and Key Points

1. Viewability Improvements

U.S. Desktop Video: Viewability increased by 12.9%, from 57.8% to 66.3%.
Programmatic Video: Viewability improved by 18.5%, from 48.5% to 59.5%.
Global Desktop Display: Viewability increased by 6.0%, from 51.6% to 54.9%.
Global Desktop Video: Viewability improved by 11.1%, reaching 67.9%.
Global Mobile Web Display: Viewability improved from 43.9% to 49.0%.
Global Mobile Web Video: Viewability improved significantly, with the 4th quartile increasing by 31%, from 31.6% to 41.4%.

2. Ad Fraud Reduction

U.S. Desktop Video: Non-optimized ad fraud decreased, indicating better fraud mitigation strategies.
Global Desktop Display: Overall non-optimized fraud improved by 1.5%.
Global Desktop Video: Optimized ad fraud levels remained flat, while non-optimized increased slightly from 3.1% to 5.4%.
Global Mobile Web Display: Non-optimized fraud increased from 3.1% to 5.4%.
Global In-App Display: Viewability dropped significantly due to improved measurement capabilities, but ad fraud trends are not explicitly mentioned in this section.

3. Brand Risk Trends

U.S. Desktop Display: Overall brand risk increased by 22.2%.
U.S. Desktop Video: Brand risk decreased by 5% overall, with a more significant drop in publisher direct buys (11%).
Global Desktop Display: Overall risk increased slightly from 8.6% to 9.7%.
Global Desktop Video: Overall risk decreased by 14%, from 14.6% to 12.5%.
Global Mobile Web Display: Overall risk increased by 13.6%, with a significant rise in hate speech.
Global Mobile Web Video: Brand risk decreased by 14%, with violence, offensive language, and adult content being the top risk categories.
Global In-App Display: Adult content made up over 91.3% of total risk, showing little change between H1 and H2 2017.

4. Risk by Category

U.S. Desktop Display: Violence was the largest category of risk, followed by offensive language.
U.S. Desktop Video: Violence remained the largest risk category, with over half of risky impressions appearing alongside violent content.
Global Mobile Web Display: Hate speech increased by over 60%.
Global Mobile Web Video: Violence, offensive language, and adult content were the top three risk categories.
Global In-App Display: Adult content dominated the risk landscape.

5. Buy Type Performance

Optimized vs. Non-Optimized:
- U.S. Desktop Video: Optimized viewability was higher than non-optimized.
- Global Desktop Display: Programmatic viewability was slightly lower than publisher direct.
- Global Mobile Web Display: Programmatic viewability improved more significantly than publisher direct.
- Global Mobile Web Video: Publisher direct viewability was higher than programmatic.
- Global In-App Display: Programmatic and publisher direct viewability both decreased.

Key Information

Viewability has improved across all platforms, driven by industry efforts and technological advancements.
Ad fraud has seen mixed trends, with some platforms showing improvement and others experiencing increases, especially in non-optimized campaigns.
Brand risk is a growing concern for advertisers, with violence and hate speech being the most significant threats.
Programmatic is becoming the preferred method for digital advertisers due to its ability to optimize and avoid risky content.
Walled garden platforms are increasingly adopting third-party verification to improve transparency and address brand safety concerns.

New in This Report

Additional market-level data from Eastern Europe and Southeast Asia is included in the global benchmarks.
Global in-app display is introduced as a new category in the Media Quality Report.

Conclusion

The media quality landscape in H2 2017 reflects a positive trend towards improved viewability and brand safety, although ad fraud and risk remain challenges. The report underscores the importance of using fraud mitigation strategies and third-party verification to ensure effective and safe digital advertising. As the industry moves forward, the focus on brand safety is expected to intensify, leading to further improvements in media quality.

About Integral Ad Science

Integral Ad Science (IAS) is a global measurement and analytics company that provides verification, optimization, and analytics solutions. Their work helps advertisers invest with confidence and activate consumers across all platforms and devices. IAS is based in New York with global operations in 13 countries and has been recognized for its growth and innovation in several industry rankings.