IAS：2019上半年媒体质量报告（英文版）(24页).pdf

1、IAS Media Quality Report H1 2019 | Global Update Media Quality Report H1 2019 GLOBAL UPDATE IAS Media Quality Report H1 2019 | Global Update1IAS Media Quality Report H1 2019 | Global Update Table of contents 01 Whats new? Pg. 2 02 Viewability Pg. 3 03 Time-in-view Pg. 9 04 Ad fraud Pg. 13 05 Brand r

2、isk Pg. 17 06 About IAS Pg. 22 IAS Media Quality Report H1 2019 | Global Update2 Media quality verification and protection remain key focuses across the digital advertising industry. The rising share of programmatic transactions and a rapidly increasing rate of content creation worldwide are compoun

3、ding the challenge of ensuring campaigns are viewed by real humans in environments suitable to a brands image and message. Measuring over 1 trillion media metrics each day globally, Integral Ad Science is able to observe media quality developments as they occur in real-time. Leveraging this vast dat

4、abase, the Media Quality Report offers an industry barometer against which ad buyers and sellers may benchmark the quality of their campaigns and inventory. A snapshot of media quality around the globe Individual country editions of the Media Quality Report will now be released annually with a globa

5、l overview updating key benchmarks in the first half of the year. This report is the first global overview of its kind, including major digital markets and high-level benchmarks in a singular source for marketers and publishers. Whats new? Definitions Time-in-view Time-in-view is the average duratio

6、n that a viewable impression remained in view. This average does not include impressions that were not viewable according to the MRC standard in the calculation. Viewability Per the Media Ratings Council (MRC), a display ad impression is viewable if at least 50% of pixels are on screen for at least