SOURCE: Integral Ad Science

Integral Ad Science

April 22, 2015 09:00 ET

Integral Ad Science Releases Q1 2015 Report With Industry's First Mobile In-App Viewability Benchmark and International Metrics

The Company's Analysis of Hundreds of Billions of Impressions Each Quarter Delivers Unique Insights Into Media Quality

NEW YORK, NY--(Marketwired - Apr 22, 2015) - Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, today released its Q1 2015 Media Quality Report. In this report, along with updating existing industry standards, Integral is releasing the industry's first in-app viewability benchmark and never-before-published international media quality metrics.

After analyzing 35 mobile in-app advertising campaigns over the quarter, measuring approximately 1 billion mobile in-app impressions, Integral found only 81 percent of in-app ads were viewable. Although spending on mobile advertising campaigns continues to increase, movement has been slow in creating media quality standards specific to this area. Currently, most industry organizations assume that impressions served in-app are generally viewable. Integral's industry-first mobile statistic shows the critical need to develop mobile standards. Integral is committed to working with the industry on this initiative.

As a result of Integral opening its anti-fraud lab in February, the company has been able to expand and engage in deep study of fraud at a global level. For the Q1 2015 Media Quality Report, Integral is excited to debut a full-suite of international media quality benchmarks including TRAQ, ad fraud, viewability and brand risk. Preliminary studies show that media quality is a global issue, with viewability levels ranging from 42.3 percent in view for Germany to 51.8 percent in view for the United Kingdom, and fraud levels ranging from 8.7 percent for Australia to 12.9 percent for the UK.

"Integral is continuing to report on important media quality metrics to provide transparency into the health of the advertising industry," said Scott Knoll, CEO of Integral Ad Science. "The addition of the mobile in-app viewability metric shows to the industry that not all ads are in view for this platform. Across the industry, we should continue to work together towards the creation of meaningful standards."

Overall, media quality levels remained relatively constant from Q4 2014 to Q1 2015. Due to Integral's acquisition of video analytics expert Veenome earlier this year, the Q1 report features new video engagement stats, such as 54.4 percent of video advertisements were found to be on autoplay.

To view the full report, visit http://integralads.com/quarterly

About Integral Ad Science

Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry's only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser's ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Singapore and Paris. Learn more at www.integralads.com.

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