IAS Media Quality Report Finds Mobile Ad Fraud in the UK maintains low rate in 2022

Key to beating back fraud is widespread adoption of optimisation and prevention strategies

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, has released its highly anticipated 2022 Media Quality Report, which found that mobile phone ad fraud in the UK maintained its low rate of 0.22%, the same as 2021. Worldwide mobile ad fraud rates were essentially unchanged, down 0.01 percentage points, declining from 0.40% in 2021 to 0.39% in 2022.

Fraud in the UK remained low thanks to marketers deploying sophisticated anti-fraud techniques, including AI and optimisation strategies to ensure their ads reach real people. 

In this 18th edition of its Media Quality Report, IAS’s Research team analysed hundreds of billions of global data events at the impression level in 2022, creating the industry’s gold standard for insights into the performance and quality of digital media worldwide. 

“Data drives the advertising industry and IAS’s Media Quality Report provides the benchmarks that power decisions made by marketers in the UK and worldwide,” said Csaba Szabo EMEA Managing Director, IAS. “The Media Quality Report serves as a compass throughout the year, enabling marketers to maximize their ROI and stay ahead of the curve. IAS’s Research team is the best in the industry and serves as a significant source of insight for our customers.”

The research also found that adoption of Quality Path Optimization (QPO), which identifies cost-efficient supply paths to quality inventory, surged globally in 2022. The number of ad buyers who have adopted QPO climbed by 533% worldwide over the course of the year. Optimised supply paths in 2022 had an 84% quality rate worldwide and drove conversions at a 25% lower cost per conversion, compared with non-optimised paths.

IAS’s Media Quality Report offers a powerful tool for ad buyers and sellers to benchmark their campaigns and inventory. In today’s rapidly evolving digital landscape, marketers must continually adapt their strategies to new environments, formats, and technologies to stay ahead of the game. The full Media Quality Report can be found here.

Source: Integral Ad Science

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