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Q1
MEDIA QUALITY REPORT
Integral Ad Science’s Q1 2015 Media Quality Report highlights
the state of media quality in global online advertising across
display, video, and mobile inventory. Integral processes hundreds
of billions of impressions quarterly and is thus able to analyze
the industry on a broad and representative level, across multiple
media quality metrics: TRAQ (TRue Advertising Quality), Brand
Risk, Viewability, and Ad Fraud.
Q1 2015 Media Quality Report Highlights:
•	 Impressions sourced directly from Publishers generally saw higher
quality media. Publishers had a TRAQ score of 673, whereas Networks
and Exchanges had a TRAQ score of 551.
•	 Networks and Exchanges saw over 4x the amount of fraud as
Publishers direct.
•	 Though generally assumed to be viewable, mobile in-app
impressions were only 81.0% viewable.
•	 Most video impressions were seen in 300x250 ad units, indicating
that the majority of video ads are served in-banner.
•	 On a broad level, video viewability improved from Q4 2014 to
Q1 2015 increasing from 39.0% to 41.8%. Video viewability also
improved at every quartile, from 1st
quartile to completion.
•	 Featuring international data for the first time, the Q1 report
revealed that media quality is a global issue.
•	 Initial findings indicated that there is generally more content
flagged for violence in the US than internationally.
1All percentages based on impressions analyzed in Q1 2015.
MOBILE
INSIGHT 81.0%ofimpressionsservedin-appwereviewable.
Display
Mobile
Video
International
2
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
1,000250
551 673
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
1,000250
551 673
TRue Advertising Quality Score
PUBLISHERSNETWORKS & EXCHANGES
In view as per MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
41.8%52.8%
Moderate to Very High Risk
ETWORKS &
XCHANGES
13.7%
Moderate to Very High Risk
NETWORKS &
EXCHANGESPUBLISHERS
9.7% 13.7%
Moderate to V
NETWORKS &
EXCHANGESPUBLISHERS
9.7% 13.7%
In view as per MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
41.8%52.8%
r MRC standard
PUBLISHERS
NETWORKS &
EXCHANGES
41.8%52.8%
PUBLISHERS
NETWORKS &
EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
NETWORKS &
EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
NETWORKS &
EXCHANGES
4.0%
16.5%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
PUBLISHERS
9.7%
PUBLISHERS
9.7%
Moderate to Very High Risk
NETWORKS &
EXCHANGES
13.7%
Moderate to Very High Risk
NETWORKS &
EXCHANGES
13.7%
DISPLAY SNAPSHOT
BRAND RISK BY LEVEL
DISPLAY
3
Risk by Level
VERY HIGH
HIGH
MODERATE
7.9%
1.3%
0.6%
10.9%
1.9%
0.9%
9.7%
13.7%
PUBLISHERS NETWORKS &
EXCHANGES
rand Risk by Level
VERY HIGH
HIGH
MODERATE
7.9%
1.3%
0.6%
10.9%
1.9%
0.9%
9.7%
13.7%
PUBLISHERS NETWORKS &
EXCHANGES
BRAND RISK BY CATEGORY
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%
6.0%
7.7%
1.9%1.8%
47.2%
NETWORKS
&
EXCHANGES
4.1%
4.
7.5%
2.5%2.4%
47.7%
31.3%
47.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%
6.0%
7.7%
1.9%1.8%
47.2%
NETWORKS
&
EXCHANGES
4.1%
4.6%
7.5%
2.5%2.4%
47.7%
31.3%
47.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
33.1%
2.4%
6.0%
7.7%
1.9%1.8%
47.2%
NETWORKS
&
EXCHANGES
4.1%
4.6%
7.5%
2.5%2.4%
47.7%
31.3%
47.7%
DISPLAY
4
VIEWABILITY BY TIME
VIEWABILITY BY AD SIZE
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
≥1s ≥5s ≥15s
52.8%
41.8%
24.7%
13.9%
35.0%
19.8%
PUBLISHERS NETWORKS &
EXCHANGESViewability by Time
52.8%
41.8%
24.7%
13.9%
35.0%
19.8%
≥ 1s ≥ 5s ≥ 15s
0%
10%
20%
30%
40%
50%
60%
PUBLISHERS NETWORKS &
EXCHANGES
≥1s 44.0%
≥5s 24.7%
≥15s
≥1s
≥5s
≥15s
≥1s
≥5s
≥15s
13.9%
48.4%
31.7%
18.7%
57.2%
37.4%
20.6%
Viewability by Ad Size
LEADERBOARD
MEDIUM RECTANGLE
SKYSCRAPER
728x90
300x250
160x600
VIDEO
5
OVERALL
VIDEO ENGAGEMENT METRICS
TRue Advertising Quality Score
Brand RiskTRAQ Score
Moderate to Very High Risk
Viewability Ad Fraud
In view as per MRC standard
569 22.7% 41.8% 14.0%
IMPRESSIONS ON AUTOPLAY
54.4%
COMPLETION RATE IN VIEW
IMPRESSIO
NS
WITH MULTIPLE VIDEOS
O
N
PAGE
14.4%
MOST COMMON PLAYER SIZE
300 x 250
1st Quartile
Midpoint
3rd Quartile
Completion
33.1%
31.5%
30.2%
28.9%
Video: Completion Rates In View
MOST COMMON IN-STREAM
VIDEO CATEGORIES
Arts & Entertainment
Sports
News
Food & Drink
Home & Garden
1
2
3
4
5
6
VIDEO
6
BRAND RISK BY CATEGORY
BRAND RISK BY LEVEL
PUBLISHERS
11.8%
27.1
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%
0.5%3.6%
79.5%
53.1%
NETWORKS
&
EXCHANGES
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
11.8%
27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%
0.5%3.6%
79.5%
53.1%
NETWORKS
&
EXCHANGES
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
PUBLISHERS
11.8%
27.1%
6.7%
2.0%
1.3% 1.1%
2.2%
0.4%
0.5%3.6%
79.5%
53.1%
NETWORKS
&
EXCHANGES
5.0%
5.7%
ADULT
OFFENSIVE LANGUAGE
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
ALCOHOL
HATE SPEECH
VIOLENCE
ADULT OFFENSIVE
LANGUAGE
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
ALCOHOL HATE
SPEECH
VIOLENCE
y
VERY HIGH
HIGH
MODERATE
15.7%
4.3%
1.1%
18.4%
3.0%
1.5%21.1%
22.9%
PUBLISHERS NETWORKS &
EXCHANGES
y
VERY HIGH
HIGH
MODERATE
15.7%
4.3%
1.1%
18.4%
3.0%
1.5%21.1%
22.9%
PUBLISHERS NETWORKS &
EXCHANGES
7
INTERNATIONAL DISPLAY SNAPSHOT
7
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
TRue Advertising Quality Score
AUSTRALIA FRAN
250
Moderate to Very High Risk
NETWORKS &
EXCHANGESPUBLISHERS
9.7% 13.7%
TRue Advertising Quality Score
1,000250
601
607
623
632
AUSTRALIA
GERMANY
UK
FRANCE
Mode
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
A
1
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high ris
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
FRANCE
10.6%
AUSTRALIA
17.7%
Modera
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AU
1
Moderate to very high r
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
UK
11.0%
GERMANY
17.4%
FRANCE
10.6%
AUSTRALIA
17.7%
Moderate to very high risk
FRANCE
10.6%
AUSTRALIA
17.7%
ew as per MRC standard
47.8%
42.3%
AUSTRALIA
GERMANY
FRANCE
UK51.8%
44.4%
In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
In view as per MRC standard
47.8%51.8%
44.4%42.3%
AUSTRALIA
GERMANY
FRANCE
UK
In view as per MRC standard
47.8%
42.3%
AUSTRALIA
GERMANY
FRANCE
UK51.8%
44.4% In view as per MRC standard
51.8%
42.3%
AUSTRALIA
GERMANY
0% 2% 4% 6% 8% 10% 12% 14%
12.9%UK
11.2%GERMANY
10.4%FRANCE
8.7%AUSTRALIA
Integral Ad Science is the leading provider of actionable
advertising intelligence for buyers and sellers of digital
media. Since launching the industry’s first preventative
brand safety solution in 2009, 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
About
INTEGRAL AD SCIENCE
/IntegralAds
integralads.com

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2015 Q1 Media Quality Report

  • 2. Integral Ad Science’s Q1 2015 Media Quality Report highlights the state of media quality in global online advertising across display, video, and mobile inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyze the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud. Q1 2015 Media Quality Report Highlights: • Impressions sourced directly from Publishers generally saw higher quality media. Publishers had a TRAQ score of 673, whereas Networks and Exchanges had a TRAQ score of 551. • Networks and Exchanges saw over 4x the amount of fraud as Publishers direct. • Though generally assumed to be viewable, mobile in-app impressions were only 81.0% viewable. • Most video impressions were seen in 300x250 ad units, indicating that the majority of video ads are served in-banner. • On a broad level, video viewability improved from Q4 2014 to Q1 2015 increasing from 39.0% to 41.8%. Video viewability also improved at every quartile, from 1st quartile to completion. • Featuring international data for the first time, the Q1 report revealed that media quality is a global issue. • Initial findings indicated that there is generally more content flagged for violence in the US than internationally. 1All percentages based on impressions analyzed in Q1 2015. MOBILE INSIGHT 81.0%ofimpressionsservedin-appwereviewable. Display Mobile Video International
  • 3. 2 TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD 1,000250 551 673 TRue Advertising Quality Score PUBLISHERSNETWORKS & EXCHANGES 1,000250 551 673 TRue Advertising Quality Score PUBLISHERSNETWORKS & EXCHANGES In view as per MRC standard PUBLISHERS NETWORKS & EXCHANGES 41.8%52.8% Moderate to Very High Risk ETWORKS & XCHANGES 13.7% Moderate to Very High Risk NETWORKS & EXCHANGESPUBLISHERS 9.7% 13.7% Moderate to V NETWORKS & EXCHANGESPUBLISHERS 9.7% 13.7% In view as per MRC standard PUBLISHERS NETWORKS & EXCHANGES 41.8%52.8% r MRC standard PUBLISHERS NETWORKS & EXCHANGES 41.8%52.8% PUBLISHERS NETWORKS & EXCHANGES 4.0% 16.5% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% PUBLISHERS NETWORKS & EXCHANGES 4.0% 16.5% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% PUBLISHERS NETWORKS & EXCHANGES 4.0% 16.5% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% PUBLISHERS 9.7% PUBLISHERS 9.7% Moderate to Very High Risk NETWORKS & EXCHANGES 13.7% Moderate to Very High Risk NETWORKS & EXCHANGES 13.7% DISPLAY SNAPSHOT
  • 4. BRAND RISK BY LEVEL DISPLAY 3 Risk by Level VERY HIGH HIGH MODERATE 7.9% 1.3% 0.6% 10.9% 1.9% 0.9% 9.7% 13.7% PUBLISHERS NETWORKS & EXCHANGES rand Risk by Level VERY HIGH HIGH MODERATE 7.9% 1.3% 0.6% 10.9% 1.9% 0.9% 9.7% 13.7% PUBLISHERS NETWORKS & EXCHANGES BRAND RISK BY CATEGORY ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE PUBLISHERS 33.1% 2.4% 6.0% 7.7% 1.9%1.8% 47.2% NETWORKS & EXCHANGES 4.1% 4. 7.5% 2.5%2.4% 47.7% 31.3% 47.7% ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE PUBLISHERS 33.1% 2.4% 6.0% 7.7% 1.9%1.8% 47.2% NETWORKS & EXCHANGES 4.1% 4.6% 7.5% 2.5%2.4% 47.7% 31.3% 47.7% ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE PUBLISHERS 33.1% 2.4% 6.0% 7.7% 1.9%1.8% 47.2% NETWORKS & EXCHANGES 4.1% 4.6% 7.5% 2.5%2.4% 47.7% 31.3% 47.7%
  • 5. DISPLAY 4 VIEWABILITY BY TIME VIEWABILITY BY AD SIZE 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% ≥1s ≥5s ≥15s 52.8% 41.8% 24.7% 13.9% 35.0% 19.8% PUBLISHERS NETWORKS & EXCHANGESViewability by Time 52.8% 41.8% 24.7% 13.9% 35.0% 19.8% ≥ 1s ≥ 5s ≥ 15s 0% 10% 20% 30% 40% 50% 60% PUBLISHERS NETWORKS & EXCHANGES ≥1s 44.0% ≥5s 24.7% ≥15s ≥1s ≥5s ≥15s ≥1s ≥5s ≥15s 13.9% 48.4% 31.7% 18.7% 57.2% 37.4% 20.6% Viewability by Ad Size LEADERBOARD MEDIUM RECTANGLE SKYSCRAPER 728x90 300x250 160x600
  • 6. VIDEO 5 OVERALL VIDEO ENGAGEMENT METRICS TRue Advertising Quality Score Brand RiskTRAQ Score Moderate to Very High Risk Viewability Ad Fraud In view as per MRC standard 569 22.7% 41.8% 14.0% IMPRESSIONS ON AUTOPLAY 54.4% COMPLETION RATE IN VIEW IMPRESSIO NS WITH MULTIPLE VIDEOS O N PAGE 14.4% MOST COMMON PLAYER SIZE 300 x 250 1st Quartile Midpoint 3rd Quartile Completion 33.1% 31.5% 30.2% 28.9% Video: Completion Rates In View MOST COMMON IN-STREAM VIDEO CATEGORIES Arts & Entertainment Sports News Food & Drink Home & Garden 1 2 3 4 5
  • 7. 6 VIDEO 6 BRAND RISK BY CATEGORY BRAND RISK BY LEVEL PUBLISHERS 11.8% 27.1 6.7% 2.0% 1.3% 1.1% 2.2% 0.4% 0.5%3.6% 79.5% 53.1% NETWORKS & EXCHANGES ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE PUBLISHERS 11.8% 27.1% 6.7% 2.0% 1.3% 1.1% 2.2% 0.4% 0.5%3.6% 79.5% 53.1% NETWORKS & EXCHANGES ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE PUBLISHERS 11.8% 27.1% 6.7% 2.0% 1.3% 1.1% 2.2% 0.4% 0.5%3.6% 79.5% 53.1% NETWORKS & EXCHANGES 5.0% 5.7% ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE ADULT OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS ILLEGAL DRUGS ALCOHOL HATE SPEECH VIOLENCE y VERY HIGH HIGH MODERATE 15.7% 4.3% 1.1% 18.4% 3.0% 1.5%21.1% 22.9% PUBLISHERS NETWORKS & EXCHANGES y VERY HIGH HIGH MODERATE 15.7% 4.3% 1.1% 18.4% 3.0% 1.5%21.1% 22.9% PUBLISHERS NETWORKS & EXCHANGES
  • 8. 7 INTERNATIONAL DISPLAY SNAPSHOT 7 TRAQ SCORE BRAND RISK VIEWABILITY AD FRAUD TRue Advertising Quality Score AUSTRALIA FRAN 250 Moderate to Very High Risk NETWORKS & EXCHANGESPUBLISHERS 9.7% 13.7% TRue Advertising Quality Score 1,000250 601 607 623 632 AUSTRALIA GERMANY UK FRANCE Mode UK 11.0% GERMANY 17.4% FRANCE 10.6% A 1 Moderate to very high risk UK 11.0% GERMANY 17.4% FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high ris UK 11.0% GERMANY 17.4% FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high risk FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high risk UK 11.0% GERMANY 17.4% FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high UK 11.0% GERMANY 17.4% FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high risk FRANCE 10.6% AUSTRALIA 17.7% Modera UK 11.0% GERMANY 17.4% FRANCE 10.6% AU 1 Moderate to very high r UK 11.0% GERMANY 17.4% FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high risk UK 11.0% GERMANY 17.4% FRANCE 10.6% AUSTRALIA 17.7% Moderate to very high risk FRANCE 10.6% AUSTRALIA 17.7% ew as per MRC standard 47.8% 42.3% AUSTRALIA GERMANY FRANCE UK51.8% 44.4% In view as per MRC standard 47.8%51.8% 44.4%42.3% AUSTRALIA GERMANY FRANCE UK In view as per MRC standard 47.8%51.8% 44.4%42.3% AUSTRALIA GERMANY FRANCE UK In view as per MRC standard 47.8% 42.3% AUSTRALIA GERMANY FRANCE UK51.8% 44.4% In view as per MRC standard 51.8% 42.3% AUSTRALIA GERMANY 0% 2% 4% 6% 8% 10% 12% 14% 12.9%UK 11.2%GERMANY 10.4%FRANCE 8.7%AUSTRALIA
  • 9. Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry’s first preventative brand safety solution in 2009, 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 About INTEGRAL AD SCIENCE