New UK Report Shows Significant Improvements in Quality of Digital Advertising - Integral Ad Science Releases Q1 2016 Media Quality Report

LONDON, May 11, 2016 /PRNewswire/ --

Integral Ad Science, the leader in quantifying digital media quality, today releases its Q1 2016 UK Media Quality Report, which shows that online media quality in the first quarter of the year has improved overall compared to 2015. More online ads were found to be in-view, whilst rates of ad fraud and risk to brand safety were at the lowest levels in Q1 2016 than during the four quarters of 2015.

     (Logo: http://photos.prnewswire.com/prnh/20151112/286932LOGO )

The Q1 2016 Media Quality Report from Integral Ad Science, based on the analysis of hundreds of billions of ad impressions, shows that the rate of viewability (ad impressions in view as per the MRC standard) has reached 57%. The rate of fraud (impressions identified with suspicious or bot activity) was found to be 5% and the rate of brand risk (impressions found adjacent to content that poses a significant risk to brand image) was 7%.

"We have started the year on the right foot and the Q1 2016 report shows that work undertaken by UK industry bodies such as IAB and JICWEBS is helping raise awareness around media quality issues for online advertisers," said Niall Hogan, UK Managing Director & Strategic Development EMEA, Integral Ad Science. "Our data-rich and transparent analytics help advertisers, agencies, publishers and our technology partners utilise media quality data intelligence to mitigate ad fraud, risk to brand advertising and improve viewability rates in their digital media strategies."

For the first time, Integral Ad Science introduces Ad Clutter benchmarks to the Media Quality Report to help advertisers monitor their campaign's share of voice on a web page. The new metric reflects whether ad impressions appeared on highly cluttered web pages, with six or more ads present on the page. Integral's preliminary data reports that ad clutter is under control, with 3.2% of impressions seen during Q1 2016 being served on pages with six or more ads on the page.

"The release of clutter benchmarks is our latest weapon against cleaning up the ad ecosystem," said Scott Knoll, CEO of Integral Ad Science. "This in tandem with the progress we are seeing in viewability and media quality, reflects the commitment of Integral Ad Science and the industry to providing better ad experiences for consumers."

Full report: http://integralads.com/uk-quarterly

Contact: Lorette Nettar, PR, Integral Ad Science, lorette@integralads.com