Contextual Targeting Archives - Integral Ad Science

Media Quality Report: 20th Edition

IAS Team — Tue, 20 May 2025 12:00:00 +0000

Industry-leading benchmarks for superior media quality

IAS is pleased to share the Media Quality Report: 20th Edition — offering trusted benchmarks and global insights based on more than 280 billion digital interactions daily.

As the gold standard in media quality, the Media Quality Report (MQR) is here to help marketers across the globe assess performance through the industry’s most actionable data. This year’s report offers an in-depth look into global media quality data, key trends shaping the digital landscape, and a step-by-step guide for how to get the most out of the MQR.

Dive into this year’s report, with key trends including:

BRAND RISK: The share of offensive content increased 72% year-over-year.
AD FRAUD: Fraud rates for campaigns that were not protected against fraud increased 19%.
VIEWABILITY: Overall viewability stabilized, but global desktop video viewability reached a record high of 83.9%.

With digital media evolving every day, reliable benchmarks are more important than ever. See how your media stacks up — and where to take action next.

Download the report today to access IAS’s industry-leading global benchmarks.

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The 2025 UK Industry Pulse Report

IAS Team — Tue, 19 Nov 2024 13:00:00 +0000

Industry experts reveal what’s next for digital media in 2025

IAS, in collaboration with YouGov, surveyed UK digital media experts to uncover the trends, technologies, and solutions that will drive digital advertising forward in 2025.

From shifting priorities to anticipated challenges, this year’s Industry Pulse Report offers a comprehensive look at how media experts are preparing for these shifts so you can stay ahead of the curve.

Sneak Peek: Top Priorities & Challenges for 2025

Social Media Takes the Lead: 72% of media experts place social media as their top priority, social shopping and influencer marketing fuelling growth. However 52% of media professionals see social media as the environment most vulnerable to brand risk.
Digital Video Growth: 42% of respondents expect digital video to dominate formats, particularly as it becomes more intertwined with social media. This format’s rise will require attention to new media quality threats like AI-generated content.
Influencer Marketing Ramps Up: 28% of experts are prioritising influencer campaigns to drive social purchases, but the format may face challenges due to growing pains.
Safety Concerns Persist: 34% of advertisers expressed concern with delivering ads alongside risky content and depfakes (31%). 77% of media professionals agree that third-party measurement and optimisation will be important to protect ads from being served alongside deepfakes.

Download your copy of the 2025 Industry Pulse Report now to access the industry’s most actionable insights for a stronger 2025.

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OMD & Nissan Lift Conversions Through Comprehensive Measurement & Optimization Solutions

IAS Team — Wed, 25 Sep 2024 12:00:00 +0000

The Challenge

OMD and their client, Nissan, wanted to find a solution that would lift their KPIs (qualified visits, key business actions, and conversion rates) across an open web campaign on mobile, tablet, and desktop on both video and display formats.

The Solution

OMD and Nissan enlisted the help of IAS, implementing key measurement and optimization products including Quality Attention, Total Visibility, and Context Control.

Quality Attention helped OMD and Nissan navigate through media clutter to elevate campaign performance, while Total Visibility provided programmatic supply path transparency and impression-level financial reporting to optimize ad spend while campaigns were in-flight. Finally, Context Control enabled OMD and Nissan to identify which contextual segments would drive the highest attention and conversion rates.

Results by Conversion Rate

6X conversion rate across “Automotive-Hybrid” content
5X conversion rate across “Travel” content
3X conversion rate across “Buying A Car” content

Download the case study now for more results from OMD and Nissan and to learn how comprehensive measurement and optimization solutions drive superior business results for brands like yours.

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Transition with Ease to IAS: A Message for Oracle Customers, Partners, and Employees

IAS Team — Thu, 13 Jun 2024 20:04:30 +0000

Oracle’s recent announcement to shut down its advertising business comes at a time of rapid transformation for the industry. We understand that this is an unsettling time for Oracle Advertising’s customers, partners, and employees. Our teams are committed to providing support and enabling a smooth transition during this period of change.

For Oracle Advertising customers and partners, IAS is here to facilitate your smooth transition to our Measurement and Optimization solutions. Our teams are ready to help you maximize ROI while serving as a reliable and innovative partner throughout this moment. We offer a comprehensive suite of solutions designed to deliver superior results and accelerate your progress.

Discover more about our offerings below:

Maximize ROI with Measurement and Optimization solutions for Brands & Agencies
Drive Yield with Media Quality solutions for Publishers
Forge the Future of digital media as our Partner

Additionally, we have a wide range of roles available at IAS and are eager to support Oracle Advertising employees affected by this change. If you find a role that aligns with your expertise, we encourage you to apply directly. Please highlight your skills and that you were impacted by this change.

Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. We are here to support you and ensure a smooth transition to IAS during this turbulent time.

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Toyota Maximizes Campaign Performance with IAS

IAS Team — Wed, 06 Sep 2023 18:21:12 +0000

IAS measurement and optimization solutions drive programmatic campaign results for Toyota

The challenge: Global automotive leader Toyota and its partners, The&Partnership and Xaxis, wanted to enhance Toyota’s programmatic performance, drive better results, and access actionable insights across their digital campaigns.

The solution: The&Partnership, Xaxis, and Toyota partnered with IAS to implement Total Visibility and custom optimization tools via IAS Context Control. Together, IAS’s measurement and optimization solutions helped boost Toyota’s KPIs, which included decreasing cost per session and cost per action, and increasing conversion rate.

The results:

29% decrease in cost per session compared to alternative targeting solution
22% decrease in cost per action compared to alternative targeting solution
1.8x increase in conversation rate compared to alternative targeting solution

Drive superior results across programmatic campaigns with IAS. Download the case study now to discover how measurement and optimization solutions can enhance your brand’s performance.

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