Integral Ad Science reports that viewability rates for display ads bought and sold on networks and exchanges increased slightly to 42.6% in the fourth quarter, from 36.7% in the previous quarter. Mediapost, which highlighted the study, noted that viewability rates for video were at 39%, compared to 30% in the previous quarter.
Looking at brand safety, 20.7% of all video ads were deemed ‘moderate to high risk’ for brands, up from 18.7% in the previous quarter. “Fraud on networks and exchanges also increased, growing from 13.7% in Q3 to 14.5% in Q4.”
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