Digital advertising cleaned up its act in 2025. That's the good news. The bad news is that one corner of the internet continues to behave like the sketchy convenience store where everyone's wallet mysteriously vanishes.
According to Integral Ad Science's 21st Media Quality Report, overall media quality improved last year as viewability climbed while brand safety, brand suitability and made-for-advertising (MFA) rates all headed in the right direction. The problem is that risk didn't disappear. It simply packed its bags and moved into mobile web display.