UK brands see brand safety levels improve in online adverts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 01, 2022, 4:26 PM GMT+0

The latest biannual Media Quality Report from Integral Ad Science study found that brands’ risk rates have fallen across desktop, display, mobile video and mobile display ads.

The study found that efforts by brands to prevent their ads from appearing next to inappropriate content online have borne fruit. The brand risk rate – the proportion of such “risky” impressions to overall impressions – has dropped significantly across the globe in both display and video advertising.

The desktop video brand risk rate has gone down steadily in the UK from 2020. It has gone down from 6.7% in the second half of 2020 to 2.2% in the first half of 2021 and is now down to 0.8% in the second half of 2021. This is in line with similar trends across other countries.

According to IAS, factors like the growing popularity of ads based on context rather than cookies have contributed to risk reduction. Integral Ad Science’s Csaba Szabo said, “The significant decline in video brand risk highlights that contextual tools are delivering measurable results and will fuel further confidence in video ad inventory.”

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