The findings from the Q1 and Q2, 2012 Semi-Annual Review show that pages with a high percentage of what AdSafe CEO Scott Knoll calls "ad collision" are more likely to produce click and impression fraud. The report analyzes ad collision and ad viewability. The latter is defined as 50% or more of the ad being seen in the browser window for at least one second.
"The industry is so focused on cookie targeting and buying a user, they've lost track of targeting quality media," Knoll said.
When it comes to viewability by browser, Knoll said there is little difference. The study found about a 40% average across Chrome, Internet Explorer, Firefox and Safari, he said.
AdSafe's study found that directly placed ads are most likely to be viewable, according to the proposed 3MS standard, with 49.9% of ads in view for one second. On average, 20% or less of all ads remain in view for 15 seconds or more.
When looking at viewability in relation to content and context, religion and spirituality gain the attention of Web site visitors the longest. On average, Web site visitors spend nearly 200 seconds on pages related to religion and spirituality, alongside ads that remain in view for nearly eight seconds. Home and garden follows as the second most captive category, with about 75 seconds on the page and nearly seven seconds with ads in view.
It makes sense that sites used to accomplish some task -- such as booking a hotel room or buying a house --see a slightly higher level of engagement overall, compared with sites that just deliver content.
Of the more than 40% of directly placed ads, close to half stay in view for at least one second, and less than a quarter remain in view for 15 seconds.
Adult content and illegal downloads represent about half of today’s high-risk ad inventory. These categories accounted for less than a tenth of high-risk inventory in late 2011. The study attributes real-time bidding to the growth of this year's higher levels of illegally downloaded content. Compare that to the declining percentage of content related to drugs and offensive language.
The appearance of hate speech rose from 2011 to 2012 on publishers and networks and fell on exchanges. Alcohol-related content -- which had declined in both the fourth quarter of 2011 and the first quarter of 2012 --rose across the board in the second quarter of 2012, according to the report.