Marketers Focused on Navigating Threats from the Rise in AI-Generated Deepfakes and Misinformation

Integral Ad Science (IAS) releases its 19th edition of the Media Quality Report (MQR), offering vital insights into global digital advertising trends and challenges. Analyzing over 280 billion daily digital interactions, the report equips advertisers and publishers with benchmarks to enhance the quality of their campaigns and inventory.

1. Brand Safety and Accountability:

   • Marketers prioritize safeguarding brands against emerging threats like AI-generated deepfakes and misinformation, as consumers increasingly hold advertisers accountable for ad placements around risky content.
   • The report highlights the importance of innovative solutions to ensure brand safety and scalability while improving ROI and trust in digital advertising.

2. Global Brand Risk and Sporting Events Impact:

   • While the global brand risk rate remains stable overall, there's a notable increase in the Americas due to factors like election coverage and political ad spending.
   • Major sporting events correlate with higher brand risk, indicating the need for proactive strategies and contextual targeting to mitigate unforeseen risks during live broadcasts.

3. Ad Fraud and Time-in-View Metrics:

   • Global ad fraud decreases to 0.6% on optimized campaigns, the lowest since 2020, with impressive reductions in desktop display and video.
   • Time-in-view averages decrease slightly, but research suggests that 3-10 seconds of ad view time drives incremental sales lift, while viewability rates reach record highs at 76.1%.

4. Actionable Insights for Advertisers and Publishers:

   • IAS's Media Quality Report aims to provide actionable insights for advertisers and publishers, enabling them to navigate evolving digital advertising landscapes effectively.
   • The report underscores the importance of forging an innovative, impactful, and safer digital future through informed decision-making and strategic implementation.

IAS's 19th Media Quality Report offers invaluable insights into the state of digital advertising, emphasizing the importance of brand safety, accountability, and performance optimization. With actionable insights and benchmarks provided in the report, advertisers and publishers can navigate challenges and capitalize on opportunities to drive success in the digital landscape.