Programmatic

Programmatic ‘key driver of UK digital media quality improvements in 2020’

Programmatic has fuelled the boost in media quality across the UK, outperformed global averages across desktop display, desktop video, mobile web display and mobile web video, according to new research.

The Media Quality Report from Integral Ad Sciences provides global benchmarks for viewability, brand safety and suitability, and ad fraud across digital environments and channels

Key findings:

• Programmatic has fuelled the boost in media quality across the UK
• UK programmatic buys outperformed global programmatic averages across desktop display, desktop video, mobile web display and mobile web video
• The UK has cemented itself as a leader when it comes to brand risk reduction
• UK viewability continued to rise in the UK across all formats and environments driven by strong programmatic performance throughout H1 2020
• Ad fraud levels in the UK remained steady throughout H1 2020

Programmatic buys fuel boost to UK digital media quality

The UK has cemented itself as a leader when it comes to brand risk reduction. Video inventory in particular, achieved lower rates of brand risk when purchased programmatically, with mobile web video programmatic risk falling 1.8 percentage points to 5.6% when compared with the six months prior. For desktop video, the risk of being placed next to contextually unsuitable or unsafe content decreased by 0.6 percentage points to 5.3% in H1 2020.

When compared to the average worldwide risk, UK programmatic buys continued to outperform global programmatic averages across every environment measured – desktop display, desktop video, mobile web display and mobile web video.

Nick Morley, EMEA MD at Integral Ad Science, comments: “The strong performance of programmatic buys is most likely due to the wide use of pre-bid filters. This data should offer UK advertisers the confidence to further invest in programmatic to drive efficiency for their campaigns across platforms.”

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