By David Murphy
Integral Ad Science, which provides brands and agencies with actionable media evaluation intelligence and technology, has released its Media Quality Report for Q1 2015. The report, based on the analysis of hundreds of billions of impressions each quarter, introduces the first segmented international media quality metrics; and reveals the industry’s first mobile in-app viewability benchmark.
In the first mobile in-app advertising metric, Integral Ad Science found only 81 per cent of in-app ads were viewable, a surprising finding in a new medium where it is generally assumed that advertising is 100 per cent viewable. As an industry-first mobile stat, the company said it shows the critical need to develop mobile standards, something it is working on with industry bodies. There are several reasons why some in-app ads are not seen, the company says, including some SDKs preloading ads which may never be seen by the user, and some SDKs not supporting the viewability method within MRAID.
“Integral Ad Science is continuing to report on important media quality metrics to provide transparency into the health of the advertising industry,” said CEO Scott Knoll. “The addition of the mobile in-app viewability metric shows the industry that it is not safe practice to …read more
Source:: Mobile App News