An Integral Ad Science (IAS) survey of 400 digital advertising professionals found that everyone agrees media quality is important -- but not everyone has the same definition of quality.
The study indicated a clear split over the viewability/quality issue, with agencies/brands on one side and DSPs, publishers and networks on the other.
Last month, Integral Ad Science released a report, which found that despite the industry’s frequent discussions about non-viewable ads, viewability didn’t improve in Q3. The company's end-of-year survey on industry attitudes also focused on viewability — specifically, how digital ad professionals differ in their opinion of what makes a quality, viewable media unit.
Here are some of the key findings, with comments from David Hahn, SVP-product management, Integral Ad Science.
“We’re looking at what optimum amount of time and frequency is needed to expose somebody to an ad for them to react and purchase from your brand,” Hahn said. There’s work to do, he added, but there’s a lot of interest in this direction.
Earlier this month, Integral Ad Science announced a new program showcasing media sellers who use the company’s “discrepancy-free” viewability measurement.