New Media Quality Report Includes Time-in-View Metrics to Explore Consumer Attention

Sep 27, 2018

The Integral Ad Science (IAS) Media Quality Report measures key factors that erode the value of digital advertising. The latest edition of the report highlights global and regional benchmarks for viewability, fraud, brand safety, and for the first time ever, time-in-view.

Increasingly, advertisers are being asked to prove ROI and the added value digital advertising produces for their organizations. This need to demonstrate impact is driving a shift in how they seek to protect the value of their ad spend, but also understand how to strategically align digital advertising with business goals. The addition of time-in-view metrics to the Media Quality Report builds on previous research from Interpublic Group (IPG) and IAS which found the length of time a single impression is in view to be one of the most important factors influencing ad effectiveness.

Overall in the latest report, global trends show that erosion factors like viewability, fraud, and brand safety are starting to stabilize, proving that efforts to mitigate these industry issues is working. The H1 2018 Media Quality Report release includes nine regional reports and one global report covering EMEA, APAC, and the Americas regions. These reports will be rolling out in the next few months around the world.

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