IAS’s Media Quality Report looks at UK digital media’s performance in H1 2020 and comparative global performance.
Along with outperforming global programmatic averages across all environments, the United Kingdom has achieved lower fraud levels than the worldwide average. The country has also significantly reduced brand risks associated with programmatic buying.
When purchased programmatically, video inventory and mobile web video achieved lower rates of brank risk. Similarly, the risk of being placed next to contextually inappropriate content for desktop video ads decreased by 0.6 percentage points to 5.3% in 2020 first half.
This strong performance by programmatic has further improved its viewability across all formats and channels. “This data should offer UK advertisers the confidence to further invest in programmatic…,” said Nick Morley, EMEA MD at IAS.
[3 minute read]