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BizReport : Advertising archives : September 12, 2013

Report: Ad viewability up, fraud levels down

News is mixed for the first half of 2013 from an advertising, but is perhaps skewing slightly toward the positive. According to new data out from the Integral Ad Science Q1-Q2 2013 Semiannual Review consumers are seeing ads more easily while fraud has taken a little slide.

by Kristina Knight

Metrics like viewability are important for brands who need to know not only that Ad A was 'placed' on Website C but that it was 'in view' of the readers of that site. The Semiannual Review from Integral found that most (61%) of direct-placement ads were 'in view' for at least 1 second; reviewers also noted that overall viewability was up 43% (networks) and 40% (exchanges). Those are the positives, but the report also notes that more than one-third (37%) of RTB bids were made on sites in which fewer than 20% of ads were 'viewable' by consumers.

Other interesting findings include:

• Fraud levels dipped to 20% (exchanges) of impressions, a 10% decline YoY
• 13% of ads 'collided' with another ad from the same campaign
• Shopping sites took the highest TRAQ scores (average) as well as the lowest fraud risks
• 3% of pre-roll video ads were found 'suspicious'
• 40% of in-banner video ads place through exchanges were found 'suspicious'

"[Ad] buyers and sellers cannot effectively improve issues like low viewability and fraud, especially across exchanges, unless they leverage key actionable information about media quality before they bid," said Scott Knoll, CEO of Integral. "The more we as an industry can use data science to uncover and eliminate poor quality impressions in real time, the closer we can get to truly understanding which ads have a causal impact on performance, ultimately leading to less waste and unprecedented ROI."

The complete results can be found here.

Tags: ad viewability, advertising fraud, advertising trends, Integral Ads, online advertising

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