This new survey from IAB Europe identifies buyers’ digital advertising quality concerns and their attitudes towards industry standards for these concerns.
The survey found that buyers are willing to pay more for premium, high quality and trusted inventory and that the majority prefer to spend their advertising budget with suppliers that adhere to industry standards in the area of quality.
In September 2021, IAB Europe's released its ‘Guide to Quality’ to help and support all stakeholders in the supply chain on being accountable and responsible for the reputation of digital advertising.
As summarised in the Guide, there are various components to quality, and the priority of these will vary depending on each stakeholder. The guide looks at what makes a quality campaign from both a brand’s and consumer’s perspective by detailing best practices and practical examples for viewability, brand safety and suitability, ad fraud, campaign creativity and privacy and consent. The guide is a call for action that Quality is something that all stakeholders have to strive for. The guide starts by defining what quality is and details how it can be achieved.
The guide was written by members of IAB Europe’s Quality & Transparency Taskforce. The Taskforce aims to combat stakeholder quality and transparency concerns and address the challenges that the industry is facing in order to fuel consumer trust and brand investment in the digital advertising and marketing ecosystem. Expert contributors included stakeholders from agencies, National IABs, verification companies and AdTech platforms including DoubleVerify, GroupM, IAB France, IAB Portugal, IAS, Magnite and Oracle Data Cloud.
Read the press release here.
DoubleVerify’s 2021 Global Insights Report uncovers actionable insights for advertisers to maximise impact on their media investment. In this report, they offer market-by-market analysis and the state of brand suitability, fraud, viewability, and performance from more than a trillion impressions, delivered in 80 markets, across 2,100+ brands.
2021 Global Findings Include: