Report reveals startling findings on brand risk, the rise of bots and ad fraud

New study by Integral Ad Science offers latest media trends in ad fraud, brand risk and viewability

A new report from Integral Ad Science shows a number of key media quality trends amid heightened concerns over brand safety, viewability, and ad fraud. 

According to the latest H1 2017 Media Quality Report, brand safety concerns on desktops escalated in 2016 and continue to remain top-of-mind for brands and marketers, with 7.3 per cent of impressions on all buy types flagged for objectionable content, up from 5.0 per cent since the second half of last year.

Meanwhile, on mobile devices, publisher direct inventory on mobile web had nearly 40 per cent more brand risk than for desktop. Programmatic buys also experienced a brand risk increase to nearly 10 per cent of ads – with an overall increase of 28 per cent. Compared to mobile web display at 8.5 per cent, video had higher rates of brand risk at 14.6 per cent overall.

The study also showed a significant shift on the programmatic front on desktop activity, where ad fraud for non-optimised programmatic campaigns dropped by nearly 56 per cent to 11.7 per in the past year. The industry has also seen some of the worst of the programmatic “bad apples” forced to shut their doors, the report found.

Compared to mobile Web display, mobile Web video saw slightly lower rates of ad fraud and slightly higher rates of brand risk. However, it also provided some of the best opportunities to grab consumers' attention with high viewability rates. Video ads on mobile devices achieved a 73.4 per cent average viewability rate, compared to 61 per cent of ads on desktop.

Time in view also remains critical, with more than half of all ads are in view per MRC standard. And one in five ads will be in view for 15 seconds or more for both programmatic and pub direct buys.

The rise of smart bots

Bots are continuing to become to intelligent, optimise towards success metrics and work to appear more ‘human,’ achieving high viewability rates and can steal valuable cookies to build an online persona. When a bot is on a page, 99 per cent of the time there will be at least one ad in view, compared to only 55 per cent of the time for humans. According to the report, not only does this result in flawed publisher audience data, but buyers are misled into targeting non-humans and pay for unwanted inventory that bots have led them to.

IAS found viewability rates can reach over 70 per cent on fraudulent sites, and ads have longer times in view at a narrower range of time spent on the page compared to premium and other real sites. Again, this is because bots are optimised to act more efficiently.

In addition, 30 per cent of all impressions tagged were flagged for violence, for both programmatic and publisher direct for display ads. This trend has not decreased since the second half of last year.

Overall, the risk for mobile web video ads was most often due to adult, offensive language and controversial content, and violence. Notably, adult content was 43 per cent greater on mobile web video than on desktop - mirroring consumer behaviour for adult content consumption.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu       

 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in