69% BELIEVE MEDIA QUALITY IS A TOP PRIORITY IN THEIR ORGANIZATION 85% BOUGHT OR SOLD MEDIA PROGRAMMATICALLY IN 2014 92% BELIEVE AD FRAUD IS A SERIOUS PROBLEM IN ONLINE ADVERTISING 83% Brand Safety 86% Viewability 89% Ad Fraud 52% Geo Compliance 78% Transparency JUST over half OF THE INDUSTRY CLAIMS TO HAVE TRANSACTED BASED ON VIEWABILITY SINCE THE ADVISORY LIFT, AND 73% PLAN TO DO SO IN 2015 Understand how viewability is measured 66% Understand how fraud is detected 43% VIEWABILITY In November of 2014, Integral Ad Science conducted a survey to reveal how digital media buyers and suppliers feel about media quality issues, both today and tomorrow. The MRC defines display viewability as an ad that is at least 50% in view to a human user for at least 1 second. AD FRAUD MEDIA QUALITY TODAY AND TOMORROW The Integral Insights 2014 Year-End Survey was designed to capture the intentions, perceptions, and predictions of digital advertising companies when it comes to media quality. 391 respondents completed the survey, and represented companies that have been grouped into two categories for comparison purposes. The two groups were given equal weights when reporting overall industry numbers. For more information, please contact [email protected] INTEGRAL INSIGHTS PRESENTS: YEAR-END SURVEY RESULTS Ad Fraud Brand Safety Viewability Transparency Geo Compliance Ad Fraud Transparency Brand Safety Viewability Geo Compliance 33% 26% 21% 17% 3% 44% 19% 18% 15% 4% WHICH ASPECT OF MEDIA QUALITY IS THE MOST IMPORTANT? BUYERS & SUPPLIERS VS. YES NO Agencies, Brands, Marketers, and Trading Desks 22% 78% BUYERS YES NO Ad Networks, DSPs, Exchanges, Publishers, and SSPs 61% 39% SUPPLIERS BUYERS SUPPLIERS DO YOU THINK THE MEDIA RATING COUNCIL (MRC) STANDARD FOR DISPLAY VIEWABILITY IS STRICT ENOUGH? WHICH ASPECTS OF MEDIA QUALITY DO YOU THINK ARE IMPORTANT? CHALLENGES AND OPPORTUNITIES OF 2015 WHAT WILL EXPERIENCE THE GREATEST GROWTH IN 2015? Marketing Cloud Services Time-based Metrics Attribution Modeling Programmatic High Impact Mobile Display Programmatic Video 3% 10% 11% 18% 24% 27%

Integral Insights Year End Survey

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Page 1: Integral Insights Year End Survey

69% BELIEVE MEDIA QUALITY IS A TOP PRIORITY IN THEIR ORGANIZATION

85% BOUGHT OR SOLD MEDIA PROGRAMMATICALLY IN 2014

92% BELIEVE AD FRAUD IS A SERIOUS PROBLEM IN ONLINE ADVERTISING

83%

Bra

nd S

afet

86%

View

abili

89%

Frau

52%

Geo

ompl

ianc

78%

Tran

spar

ency

JUST over half OF THE INDUSTRY CLAIMS TO HAVE TRANSACTED BASED ON VIEWABILITY SINCE THE ADVISORY LIFT, AND 73%

PLAN TO DO SO IN 2015

Understand how viewability is measured

66%

Understand how fraud is detected

43%

VIEWABILITY

In November of 2014, Integral Ad Science conducted a survey to reveal how digital media buyers and suppliers feel about media quality issues, both today and tomorrow.

The MRC defines display viewability as an ad that is at least 50% in view to a human user for at least 1 second.

AD FRAUD

MEDIA QUALITY TODAY AND TOMORROW

The Integral Insights 2014 Year-End Survey was designed to capture the intentions, perceptions, and predictions of digital advertising companies when it comes to media quality. 391 respondents completed the survey, and represented companies that have been grouped into two categories for comparison purposes. The two groups were given equal weights when reporting overall industry numbers.

For more information, please contact [email protected]

INTEGRAL INSIGHTS PRESENTS:

YEAR-END SURVEY RESULTS

Ad Fraud

Brand Safety

Viewability

Transparency

Geo Compliance

Ad Fraud

Transparency

Brand Safety

Viewability