We spoke with Paul Nasse, managing director for Northern Europe at Integral Ad Science, about the changing digital media landscape and how advertisers can best navigate the rocky road of brand risk.

Digital advertisers know that media quality isn't a given with fraud and other nonviewable impressions plaguing the market for years. Tony Marlow, CMO at measurement firm Integral Ad Science, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the company's latest media quality benchmarks, what the industry's top priorities are for the year, and how viewable video is across devices.

In mid-December, Twitter announced partnerships with both DoubleVerify and Integral Ad Science. Through independent reporting, the firms will provide advertisers with more context around where their ads appear, potentially safeguarding against placement with controversial content. Marketer Takeaway: Brand safety is top of mind for advertisers going into 2021.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

The loss of third-party cookies represents a major inflection point. eMarketer’s Ad Measurement and Revenue Attribution 2021 report cited an Integral Ad Science survey revealing that almost half of US digital media professionals feel third-party cookie deprecation is their industry’s biggest near-term challenge. Truth be told, retiring cookies is more of a blessing than a curse.

Why it matters: CTV will be a top-priority venue for advertisers this year, with over half (54%) of US digital media professionals naming it a leading priority for 2021, per an October 2020 survey by Integral Ad Science. We estimate that US CTV ad spend will grow even faster this year than last, up 48.6% year over year (YoY) to $13.41 billion. What to look out for: Roku is first up today.

Association of National Advertisers (ANA). Bizrate Insights. Cision. CivicScience. Epsilon. IBM. Integral Ad Science (IAS). Interactive Advertising Bureau (IAB). Kantar Media. Pew Research Center. Phronesis Partners. PRWeek.

In an Integral Ad Science survey in March 2020, 62% of 45-to-60s said they had increased their usage of streaming video. So did 54% of those in the same age bracket in May polling by TransUnion. April polling by Morning Consult found 19% of Xers saying they’d subscribed to a new streaming service since the pandemic hit.

Amazon’s net US digital ad revenues will rise by 41.0% this year as consumers shift dramatically to more ecommerce shopping and advertisers pay to get in front of shoppers at their leading destination.

Integral Ad Science (IAS). Interactive Advertising Bureau (IAB). Nielsen. TVSquared. Vab.

Integral Ad Science. Internet Retailer. Jumpshot Inc. Piplsay. Profitero. Rakuten Intelligence. Zogby Analytics.