Q1 MEDIA QUALITY REPORT /IntegralAds

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1 MEDIA QUALITY REPORT Q1

2 Integral Ad Science s Q Media Quality Report highlights the state of media quality in global online advertising across display, video, and mobile inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyze the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud. Q Media Quality Report Highlights: Display Impressions sourced directly from Publishers generally saw higher quality media. Publishers had a TRAQ score of 673, whereas Networks and Exchanges had a TRAQ score of 551. Networks and Exchanges saw over 4x the amount of fraud as Publishers direct. Mobile Though generally assumed to be viewable, mobile in-app impressions were only 81.0% viewable. Video Most video impressions were seen in 300x250 ad units, indicating that the majority of video ads are served in-banner. On a broad level, video viewability improved from Q to Q increasing from 39.0% to 41.8%. Video viewability also improved at every quartile, from 1 st quartile to completion. International Featuring international data for the first time, the Q1 report revealed that media quality is a global issue. Initial findings indicated that there is generally more content flagged for violence in the US than internationally. MOBILE INSIGHT 81.0% of impressions served in-app were viewable. All percentages based on impressions analyzed in Q

3 TRAQ SCORE 1,000 TRue Advertising Quality Score DISPLAY SNAPSHOT ,000 TRue Advertising Quality Score TWORKS & CHANGES BRAND RISK 3.7% 9.7% 13.7% 9.7% 13.7% 13.7% 9.7% Moderate to V VIEWABILITY 52.8% 52.8% 41.8% 41.8% 52.8% 41.8% 13.7% MRC standard In view as per MRC standard In view as per MRC standard AD FRAUD 9.7% 4.0% 16.5% 0% 0% 2% 2% 4% 4% 6% 6% 8% 8% 10% 10% 12% 12% 14% 14% 16% 16% 18% 18% 2

4 isk by Level and Risk by Level DISPLAY BRAND RISK BY LEVEL 9.7% 9.7% 0.6% 1.3% 7.9% 0.6% 1.3% 7.9% 13.7% 13.7% 0.9% 1.9% 0.9% 1.9% 10.9% 10.9% VERY HIGH HIGH VERY HIGH MODERATE HIGH MODERATE BRAND RISK BY CATEGORY OFFENSIVE LANGUAGE OFFENSIVE ILLEGAL ILLEGAL HATE ILLEGAL OFFENSIVE ILLEGAL ILLEGAL ILLEGAL HATE HATE LANGUAGE DOWNLOADS DRUGS SPEECH DOWNLOADS LANGUAGE DRUGS DOWNLOADS DRUGSPEECH SPEECH 7.2% 33.1% 33.1% OFFENSIVE LANGUAGE OFFENSIVE OFFENSIVE LANGUAGE LANGUAGE NETWORKS ILLEGAL DOWNLOADS ILLEGAL DOWNLOADS ILLEGAL DOWNLOADS 47.2% 47.2% 47.7% & 47.7% ILLEGAL DRUGS ILLEGAL DRUGS ILLEGAL DRUGS HATE SPEECH HATE SPEECH 7.7% 7.7% HATE SPEECH 7.7% 1.8% 1.9% 6.0% 33.1% 2.4% 1.8% 1.9% 6.0% 6.0% 1.8% 1.9% 2.4% 2.4% 2.4% 2.5% 7.5% 47.7% 31.3% NETWORKS NETWORKS & & 4.1% 4.6% 7.5% 7.5% 2.4% 2.5% 2.4% 2.5% 31.3% 31.3% 4.6% % 4.1% 47.7% 47.7% 47.7% 3

5 Viewability by Time 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 60% 50% 40% 30% 20% 10% 0% 41.8% 41.8% DISPLAY VIEWABILITY BY TIME 52.8% 52.8% 24.7% 24.7% 35.0% 35.0% 13.9% 13.9% 1s 5s 15s 19.8% 19.8% 1s 5s 15s Viewability by Ad Size VIEWABILITY BY AD SIZE LEADERBOARD 728x90 1s 44.0% 5s 24.7% 15s 13.9% MEDIUM RECTANGLE 300x250 1s 5s 15s 18.7% 31.7% 48.4% SKYSCRAPER 160x600 1s 5s 15s 20.6% 37.4% 57.2% 4

6 VIDEO OVERALL TRAQ Score TRue Advertising Quality Score Brand Risk Viewability In view as per MRC standard Ad Fraud % 41.8% 14.0% Video: Completion Rates In View COMPLETION RATE IN VIEW 1st Quartile 33.1% Midpoint 31.5% 3rd Quartile 30.2% Completion 28.9% VIDEO ENGAGEMENT METRICS MOST COMMON PLAYER SIZE MOST COMMON IN-STREAM VIDEO CATEGORIES 300 x Arts & Entertainment Sports 3 News 4 Food & Drink 5 Home & Garden 14.4% IMPRESSIONS WITH MULTIPLE VIDEOS ON PAGE IMPRESSIONS ON AUTOPLAY 54.4% 5

7 y VIDEO y 21.1% BRAND 22.9% RISK BY LEVEL 1.5% 1.1% 22.9% 3.0% 21.1% 1.5% 4.3% 1.1% 3.0% 4.3% VERY HIGH 15.7% 15.7% 18.4% 18.4% VERY HIGH HIGH HIGH MODERATE MODERATE NETWORKS & BRAND RISK BY CATEGORY OFFENSIVE LANGUAGE OFFENSIVE ILLEGAL ILLEGAL LANGUAGE DOWNLOADS DRUGS ILLEGAL OFFENSIVE ILLEGAL ILLEGAL DOWNLOADS LANGUAGE DRUGS DOWNLOADS HATE SPEECH HATE ILLEGAL SPEECH DRUGS HATE SPEECH 11.8% 9.5% 2.0% 2.0% 11.8% 2.2% 2.0% 2.2% 11.8% 2.2% 0.4% 0.4% 0.5% 0.4% OFFENSIVE LANGUAGE 0.5% OFFENSIVE LANGUAGE 0.5% OFFENSIVE LANGUAGE ILLEGAL DOWNLOADS NETWORKS ILLEGAL DOWNLOADS ILLEGAL DOWNLOADS ILLEGAL DRUGS & ILLEGAL DRUGS ILLEGAL 53.1% DRUGS HATE SPEECH HATE SPEECH HATE SPEECH 79.5% 3.6% 79.5% 3.6% 3.6% 53.1% 6.7% 27.1% NETWORKS & NETWORKS & 53.1% 5.0% 5.7% 6.7% 27.1% % 1.3% 1.1% 1.3% 1.1% 1.3% 1.1% 6 6

8 INTERNATIONAL DISPLAY SNAPSHOT 601 FRAN 250 TRAQ SCORE 623 TRue Advertising Quality Score 250 1, TRue Advertising Quality Score % 13.7% BRAND RISK 10.6% 10.6% 17.7% 17.7% 11.0% 11.0% 17.4% 11.0% 10.6% 17.4% 17.7% 17.4% 10.6% 10.6%17.7% 17.7% % 11.0% 11.0% 17.7% 17.4% 51.8% 10.6% 17.7%11.0% In view as per MRC standard 51.8% 51.8% 44.4% AU Moderate to very high r Modera 42.3% 42.3%47.8% 42.3% 47.8% 47.8% 51.8% 44.4% 44.4% A Moderate to very Mode high VIEWABILITY Moderate to very high ris 11.0% 10.6%11.0% 17.4% 17.7%17.4% 10.6% 10.6%17.7% % 47.8% 44.4% In view as per standard In view as MRC per MRC standard 42.3% 51.8% 42.3% AD FRAUD ew as per MRC standard In view as per MRC standard 8.7% 11.2% 12.9% 10.4% 0% 2% 4% 6% 8% 10% 12% 14% 7 7

9 About INTEGRAL AD SCIENCE Integral Ad Science is the leading provider of actionable advertising intelligence for buyers and sellers of digital media. Since launching the industry s first preventative brand safety solution in 2009, Integral has evolved into a global media valuation platform that is the industry s standard for rating media quality. Integral focuses on a comprehensive solution set that enables advertising to appear in quality environments and receive favorable exposures while allowing sellers to monitor and control inventory quality and performance. Integral s technology drives improved visibility, efficiency, and ROI for all players across the digital media landscape. CONTACT US info@integralads.com +1 (646)

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