For most digital advertisers today, measures of brand safety and ad quality are nonnegotiable parts of any campaign. But once advertisers are satisfied that an ad has been served to a real person and seen by that person in a brand-safe environment, they begin to demand more than simple impression-level performance metrics.
WHAT’S IN THIS REPORT? This report examines the measures and performance of digital ad fraud, viewability and brand safety in the UK. It also looks at which metrics are used and valued when it comes to measuring campaign success.
KEY STAT: Percent of UK publishers who described these three industry challenges to be of “great concern” in 2018: ad blocking (49.0%), brand safety (43.1%) and ad fraud (39.2%).
Percent of UK publishers who see brand safety as a great concern in 2018.
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