Integral Ad Science Verification now available for Twitter video inventory
In an endless pursuit of viewability, the digital advertising industry has ended up in somewhat of a rabbit hole.
With mobile expected to account for nearly 80% of digital ad spend by 2020, achieving industry scale for independent media quality measurement on in-app inventory is a top priority in digital advertising. Integral Ad Science set out to understand the market challenges and identify what it would take to deliver third-party verification at scale for their […]
Brands are coming under ever greater pressure to prove that their budgets are being spent efficiently and that their campaigns reach their target consumer. However, it is not always possible for brands to get clear answers as to whether their digital budgets are being efficiently spent, or if campaigns are in fact reaching their target consumers.
A brand safety system is all about preventing these kinds of things from happening.
In December 2016, we announced our decision to open-source our in-app viewability measurement solution. We’re excited to announce that the IAB will be governing this initiative going forward.
When you look at the evolution of digital advertising, it makes sense that viewability has become a leading metric and top concern for marketers. The goal of delivering the right message, at the right time, to the right customer has not changed. However, when as much as 60% of digital ads never have a chance […]
While we know that viewability is important – after all, if the ad doesn’t have the chance to be seen, then that’s truly a wasted impression – we had yet to see the scientific correlation with actual ad effectiveness measures. That’s why we partnered with the IPG Media Lab and Cadreon to conduct a large-scale scientific research study, to quantify the relationship between viewability and brand metrics. This research also investigated other optimisation scenarios that could help elevate the impact of ads at lower levels of viewability. Although the study is not meant to rewrite existing standards, it serves as a guide to advertisers and publishers alike regarding how best to make ads more effective given viewability standards.
Programmatic media is often touted as the fastest growing phenomenon in the global advertising industry. A recent IAB UK report found that UK digital ad spend grew 16.4% in 2015 to over £8.6bn, with the share traded programmatically rising from 47% in 2014 to 60% in 2015. Programmatic spend reached £1.6bn. This brave new world of programmatic may bring a whole host of benefits in targeting, time-saving and revenues, but on the flip-side this can create a whole list of complications for marketers wanting to ensure high quality in their media buying.
In our H1 2016 Media Quality Report, you’ll find highlights on the state of media quality in global online advertising for display and video inventory, across multiple media metrics. This report provides key insights based on the hundreds of billions of impressions analyzed monthly in H1 2016.
Video is red hot these days, and for good reason: nothing sways a consumer better than the combination of sight, sound, and motion. So, how can you optimize your video campaigns for viewability?