IAB in the News
NEW ZEALAND ENJOYS THE LOWEST AD FRAUD IN THE WORLD
Thu, 26 Sep 2019
Integral Ad Science (IAS), the global market leader in digital ad verification, released a first-of-its-kind Media Quality Report for H1 2019, providing transparency into the performance and quality of digital media in New Zealand, alongside global comparisons.
New Zealand is the least fraud-prone market
The latest IAS report revealed that of all digital impressions measured, New Zealand saw the lowest level of ad fraud in H1 2019, at 0.4% for desktop and mobile web display ads. Levels of ad fraud remained constant year-on-year for desktop display and mobile web display ads optimized against ad fraud, and much below the global average of 1.1% and 0.6% respectively.
Whereas fraud in New Zealand remained constant, globally desktop display ad fraud rates on campaigns optimised against-ad-fraud increased slightly between H1 2018 and H1 2019.
Viewability on the rise in New Zealand
For the first time, New Zealand crossed the 60% mark and reported 60.8% viewability for desktop display in H1 2019, up from 52.9% in H1 2018. Agencies are increasingly demanding higher viewability and publishers are optimizing and pivoting towards achieving it. Desktop display viewability in New Zealand still remains significantly lower than the global average of 69.2%.
Brand risk higher than the global average in New Zealand
In H1 2019, brand risk in New Zealand reduced by 2% year-on-year for desktop display ads, from 5% in H1 2018 to 4.9% in H1 2019 but still remained above the global average of 4.7%.
“New Zealand’s media quality has shown a stable performance in the first half of 2019 and it’s on an upward trajectory. As advertisers continue to use ad verification measures to protect their ad campaigns and publishers are responding well to demands,” said James Diamond, MD, ANZ at Integral Ad Science. “As we head into Q4, advertisers must stay vigilant as fraudsters typically chase increased ad spend during the lucrative holiday shopping period.”
View the full IAS Report here: IAS_MQR_H1_2019
To download a copy of the report please click here
About Integral Ad Science
Integral Ad Science (IAS) is the global market leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect their advertising investments from fraud and unsafe environments as well as to capture consumer attention, and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 22 offices across 13 countries. IAS is part of the Vista Equity Partners portfolio of software companies. For more on how IAS is powering great impressions for top publishers and advertisers around the world, visit integralads.com