IAS: Programmatic is driving improvements in UK digital media

IAS Ad verification firm, Integral Ad Science (IAS), has released its Media Quality Report for H1 2020. According to the report, the UK has cemented itself as a leader when it comes to brand risk reduction. Video inventory, in particular, achieved lower rates of brand risk when purchased programmatically, with mobile web video programmatic risk falling 1.8 percentage points to 5.6% when compared with the six months prior.

For desktop video, the risk of being placed next to contextually unsuitable or unsafe content decreased by 0.6 percentage points to 5.3% in H1 2020.

When compared to the average worldwide risk, UK programmatic buys continued to outperform global programmatic averages across every environment measured – desktop display, desktop video, mobile web display and mobile web video.

Mobile app display inventory bought programmatically saw the biggest jump in viewable impressions. Increased adoption of the IAB Tech Lab’s Open Measurement SDK saw programmatic mobile app display viewable impressions increase by 5.1 percentage points to almost three-quarters (73.0%) when compared with H2 2019. Desktop video programmatic buys continued to surpass the three-quarter viewability mark at 75.1%.

Generally, ad fraud levels in the UK remained steady throughout H1 2020 with all inventory optimised against fraudulent activity on par, or below the worldwide average. Mobile web video saw the biggest drop in fraudulent activity for programmatic buys, decreasing 0.2 percentage points to 0.4%.

IASAs hate speech and misinformation have come to the fore in 2020, we have seen an increased focus on brand suitability and risk management. Advertisers have turned to contextual technologies to ensure that their advertising does not inadvertently appear next to hateful content or fund misinformation, while successfully expanding consumer reach. Couple this with ad fraud levels remaining low when utilising prevention technologies and a continued improvement in viewability, and it’s clear UK marketers are focused on realising efficiencies with their advertising budgets.

Nick Morley, EMEA MD, Integral Ad Science