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Improvements to brand safety and viewability

  • The UK has emerged as a global leader in reducing brand risk for video inventory purchased programmatically.

  • Across the first half of the year, mobile web video programmatic risk receded by 1.8% to 5.6%, compared to the second half of 2019. The trend was particularly visible in desktop video, where the likelihood of creative ending up alongside nefarious content shrunk 0.6%, to 5.3%, over the same period.

  • These trends compare favourably with the international picture, with the UK outperforming its peers in all categories from desktop display, desktop video and mobile web display to mobile web video.

  • Explaining this success Nick Morley, EMEA MD at IAS said: “The strong performance of programmatic buys is most likely due to the wide use of pre-bid filters. This data should offer UK advertisers the confidence to further invest in programmatic to drive efficiency for their campaigns across platforms.”

  • Improved safety viewability metrics, defined as 50% of an ad remaining in view for a single continuous second, are also on the rise across all formats and environments.

  • This is attributed to strong programmatic performance throughout the survey period, when mobile app display inventory saw an increase in viewable impressions of 5.1%, to stand at 73%.

  • Desktop video programmatic buys registered 75.1% viewability.


However, ad fraud levels remain steady

  • The picture looks less promising where ad fraud is concerned, with levels remaining constant throughout the first half, roughly on par with the global average.

  • One area where progress has been made is Mobile web video where fraudulent activity for programmatic buys shrank 0.2% to 0.4%.

  • Morley added: “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.“

  • The IAS report follows hot on the heels of yesterday“s IAB survey which found increased efficiencies in data and targeting are translating to increased programmatic ad spend growth.