Integral Ad Science’s Q3 2014 Media Quality Report highlights the state of media quality in U.S. online advertising. Integral processes billions of impressions daily and is thus able to survey the industry on a broad and representative level while evaluating media quality across multiple metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud.

1. Q3 2014
MEDIA QUALITY REPORT

2. Integral Ad Science’s Q3 2014 Media Quality Report
highlights the state of media quality in U.S. online
advertising. Integral processes billions of impressions
daily and is thus able to survey the industry on a broad
and representative level while evaluating media quality
across multiple metrics: TRAQ (TRue Advertising Quality),
Brand Risk, Viewability, and Ad Fraud.
Q3 Media Quality Report Key Takeaways:
• The top brand risk categories for display
impressions were Adult Content and Violence.
• Viewability for display impressions ranged from
36.7% to 53.4%, while 30% of video impressions
were viewable.
• While 76.7% of video ads were played to
completion, only 20% were actually in view to
the users.
• Fraud levels of display impressions for Networks
and Exchanges are more than four times higher
than direct publishers.
NYC — SF — Chicago — London — Berlin — Singapore — Sydney | integralads.com | +1 (646) 278–4871

3. Score
TRue Advertising Quality Score
250 1,000
Brand Risk
Moderate to Very High Risk
Viewability
Ad Fraud
DISPLAY
PUBLISHERS NETWORKS & EXCHANGES
NETWORKS &
PUBLISHERS EXCHANGES
10.5% 17.4%
NETWORKS &
EXCHANGES
PUBLISHERS NETWORKS & EXCHANGES
In view as per MRC standard
540 675
PUBLISHERS
53.4%
36.7%
3.0%
13.7%
0% 2% 4% 6% 8% 10% 12% 14% 16% 1

4. DISPLAY
Brand Risk by
Category
PUBLISHERS
28.8%
Adult
Alcohol
Hate Speech
Illegal Downloads
Drugs
Offensive Language
Violence
49.3%
2.0%
8.4% 1.8%
7.8%
1.9%
NETWORKS
&
EXCHANGES
31.2%
3.8%
17.9% 2.7%
11.4%
2.6%
30.5%
2

5. Brand Risk by Level
20.0%
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
Viewability by Time
60%
50%
40%
30%
20%
10%
0%
53.4%
36.7%
21.6%
12.5%
36.0%
20.5%
> 1s > 5s > 15s
DISPLAY
VERY HIGH
HIGH
MODERATE
PUBLISHERS
NETWORKS &
EXCHANGES
PUBLISHERS NETWORKS &
EXCHANGES
0.0%
10.5%
0.1%
0.8%
1.5%
3.5%
8.9%
13.1%
17.4%
3

6. Score
VIDEO
TRue Advertising Quality Score
Completion Rate
86.1%
24.1%
Brand Risk
by Channel
Brand Risk
Moderate to Very High Risk
Viewability Ad Fraud In view as per MRC standard
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
11.2%
20.7%
82.4%
22.3%
79.5%
21.0%
76.7%
20.0%
PUBLISHERS NETWORKS &
EXCHANGES
INDUSTRY
561
INDUSTRY
18.7%
INDUSTRY
30.0%
INDUSTRY
15.0%
1st Quartile Midpoint 3rd Quartile End
TOTAL VIDEO IMPRESSIONS
COMPLETIONS
COMPLETIONS IN VIEW
0.2% 3.7%
7.2%
0.9% 4.3%
15.6% VERY HIGH
HIGH
MODERATE
4 All percentages based on impressions analyzed in Q3 2014

7. About
INTEGRAL AD SCIENCE
Integral Ad Science is the leading provider of actionable
advertising intelligence data for buyers and sellers of digital
media. Since launching the industry’s first preventative brand
safety solution in 2009, powered by constant growth and
innovation, Integral has evolved into a global media valuation
platform that is the industry’s standard for rating media quality.
Integral focuses on a comprehensive solution set that enables
advertising to appear in quality environments and receive
favorable exposures while allowing sellers to monitor and control
inventory quality and performance. Integral’s technology drives
improved visibility, efficiency, and ROI for all players across the
digital media landscape.
CONTACT US
info@integralads.com
www.integralads.com
+1 (646) 278-4871

8. www.integralads.com