Efforts by brands to prevent their ads from appearing alongside unwanted content online have paid off, according to the latest biannual Media Quality Report from Integral Ad Science.
What the IAS calls “brand risk ratio” – the proportion of “risky” impressions to overall impressions – has fallen again visibly worldwide and in display and video advertising.
For example, in the UK, the brand hazard rate for desktop video has steadily declined from 6.7% in H2 2020 to 2.2% in H1 2021 and now at 0.8% in H2 2021 .
The trend is the same for other countries and desktop display, mobile video and mobile display.
IAS attributed the reduction to a variety of factors, including the growing popularity of context-targeted ads rather than cookies, and the use of pre-bid brand safety techniques that remove harmful content before it is posted. enters the auction stream.
She argued that the use of keyword blocking, which has been criticized by news editors as a brutal instrument, is on the decline in some markets due to the effectiveness of contextual targeting, in which a computer program analyzes the content of a page to assess its suitability for an advertiser.
Csaba Szabo, Managing Director, EMEA, at Integral Ad Science, said, “The significant drop in video brand risk shows that contextual tools are delivering measurable results and will build trust in video ad inventory.”