Integral Ad Science’s Q1 2016 Media Quality Report highlights the state of media quality in global online advertising across display and video inventory. Integral processes hundreds of billions of impressions quarterly and is thus able to analyse the industry on a broad and representative level, across multiple media quality metrics: TRAQ (TRue Advertising Quality), Brand Risk, Viewability, and Ad Fraud.

1. UNITED KINGDOM
Q1
2016

2. 1All percentages based on impressions analysed in Q1 2016.
Integral Ad Science’s Q1 2016 Media Quality
Report highlights the state of media quality in
global online advertising across display and
video inventory. Integral processes hundreds
of billions of impressions quarterly and is thus
able to analyse the industry on a broad and
representative level, across multiple media
quality metrics: TRAQ (TRue Advertising Quality),
UK MEDIA QUALITY REPORT GLOSSARY:
TRAQ (TRue Advertising Quality) - an overall quality score for web
pages. TRAQ Score is comprised of an aggregate of media quality
metrics, including viewability, ad fraud, brand safety risk and
professionalism.
Brand Risk - % of impressions seen that pose a significant risk to
brand image and reputation.
Viewability - % of impressions that were 50% in view for a minimum
of one second (as per the MRC standard for display)
Ad Fraud - % of impressions that were identified with suspicious
activity. Includes both General Invalid Traffic (bot activity) and
Sophisticated Invalid Traffic (human interference)
Ad Clutter - % of impressions that were delivered to a web page with
6 or more ads present on the page
Programmatic - Impressions sourced through networks and exchanges
Publisher Direct - Impressions sourced directly from publishers
Brand Risk, Viewability, and Ad Fraud.

3. UK DISPLAY SNAPSHOT
2
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
AD CLUTTER
1,000250
PUBLISHER DIRECTPROGRAMMATIC
573 709
PROGRAMMATIC
9.7%
PUBLISHER DIRECT
5.8%7.1% 6.5%
PROGRAMMATIC
9.7%
PUBLISHER DIRECT
5.8%7.1% 6.5%
PROGRAMMATIC PUBLISHER DIRECT
59.8%56.7%
PROGRAMMATIC PUBLISHER DIRECT
59.8%56.7%
PROGRAMMATIC PUBLISHER DIRECT
59.8%56.7%
PROGRAMMATIC PUBLISHER DIRECT
59.8%56.7%
PUBLISHER
DIRECT
PROGRAMMATIC
4.7%
5.1%
0% 2%1% 4%3% 6%5% 7% 8%
x
3.5%
x
1.6%
PROGRAMMATIC PUBLISHER DIRECT
x
3.5%
x
1.6%
PROGRAMMATIC PUBLISHER DIRECT
OVERALL
581
OVERALL
7.0%
OVERALL
57.0%
OVERALL
5.0%
OVERALL
3.2%
TRue Advertising
Quality Score
Moderate to
Very High Risk
In view as per
MRC standard
High to Very
High Clutter
General and
Sophisticated
Invalid Traffic
as defined by
the MRC

4. UK DISPLAY
BRAND RISK BY LEVEL
3
VIEWABILITY BY TIME
BRAND RISK BY LEVEL
BRAND RISK BY CATEGORY
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
≥1s ≥5s ≥15s
59.8%
57.0%
56.7%
39.9%
24.1%
42.2%
24.3%
VIEWABILITY BY CHANNEL (TIME)
40.1%
24.1%
PUBLISHER
DIRECT
OVERALL
NETWORKS &
EXCHANGES
≥5s ≥15s
39.9%
24.3%
42.2%
24.1%
40.1%
24.1%
PUBLISHER
DIRECT
OVERALL
PROGRAMMATIC
BRAND RISK BY LEVEL
6.2%
0.6%
0.2%
7.0%
PUBLISHER DIRECTPROGRAMMATICOVERALL
6.2%
0.7%
0.2%
7.1%
6.2%
0.2%
0.1%
6.5%
MODERATE
VERY HIGH
HIGH
BRAND RISK BY LEVEL
MODERATE
VERY HIGH
HIGH
ADULT
ALCOHOL
BRAND RISK BY CATEGORY
PROGRAMMATIC PUBLISHER
DIRECT
26.1% 26.3%
32.0%
43.3%
15.1%
5.3%
32.3% 6.1%
2.2%
1.1%
0.5%
2.8%
3.1%
3.9%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL
DRUGS
OFFENSIVE
LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
BRAND RISK BY CATEGORY
PROGRAMMATIC PUBLISHER
DIRECT
26.1% 26.3%
32.0%
43.3%
15.1%
5.3%
32.3% 6.1%
2.2%
1.1%
0.5%
2.8%
3.1%
3.9%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL
DRUGS
OFFENSIVE
LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
BRAND RISK BY CATEGORY
PROGRAMMATIC PUBLISHER
DIRECT
26.1% 26.3%
32.0%
43.3%
15.1%
5.3%
32.3% 6.1%
2.2%
1.1%
0.5%
2.8%
3.1%
3.9%
ADULT ALCOHOL HATE SPEECH ILLEGAL DOWNLOADS ILLEGAL
DRUGS
OFFENSIVE
LANGUAGE
VIOLENCE

5. GLOBAL DISPLAY SNAPSHOT
4
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
AD CLUTTER
1,000250
565AUSTRALIA 681 FRANCE
581 632 GERMANYUK
604US
5.0%
7.7%
4.3%
5.9%
8.3%
UK
FRANCE
AUSTRALIA
GERMANY
US
0% 2% 4% 6% 8% 10%
FRANCE
6.9%
AUSTRALIA
11.6%
UK US
7.0% 9.1%
GERMANY
9.9%
FRANCE
6.9%
AUSTRALIA
11.6%
UK US
7.0% 9.1%
GERMANY
9.9%
FRANCE
6.9%
AUSTRALIA
11.6%
UK US
7.0% 9.1%
GERMANY
9.9%
FRANCE
6.9%
AUSTRALIA
11.6%
UK US
7.0% 9.1%
GERMANY
9.9%
FRANCE
6.9%
AUSTRALIA
11.6%
UK US
7.0% 9.1%
GERMANY
9.9%
US
52.0%
UK
57.0%
GERMANY
53.7%
AUSTRALIA
45.9%
FRANCE
60.9%
x x x x x
AUSTRALIA FRANCE GERMANY UK US
2.6% 2.0% 2.4% 3.2% 3.4%
x x x x x
AUSTRALIA FRANCE GERMANY UK US
2.6% 2.0% 2.4% 3.2% 3.4%
x x x x x
AUSTRALIA FRANCE GERMANY UK US
2.6% 2.0% 2.4% 3.2% 3.4%
x x x x x
AUSTRALIA FRANCE GERMANY UK US
2.6% 2.0% 2.4% 3.2% 3.4%
x x x x x
AUSTRALIA FRANCE GERMANY UK US
2.6% 2.0% 2.4% 3.2% 3.4%
TRue Advertising Quality Score
Moderate to Very High Risk
In view as per MRC standard
General and Sophisticated Invalid
Traffic as defined by the MRC
High to Very High Clutter

6. US DISPLAY SNAPSHOT
5
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
AD CLUTTER
1,000250
PUBLISHER DIRECTPROGRAMMATIC
584 680
PROGRAMMATIC
9.7%
PUBLISHER DIRECT
5.8%
PROGRAMMATIC
9.7%
PUBLISHER DIRECT
5.8%
PROGRAMMATIC PUBLISHER DIRECT
59.8%50.1%
PROGRAMMATIC PUBLISHER DIRECT
59.8%50.1%
PROGRAMMATIC PUBLISHER DIRECT
59.8%50.1%
PROGRAMMATIC PUBLISHER DIRECT
59.8%50.1%
PUBLISHER
DIRECT
PROGRAMMATIC
2.4%
8.7%
0% 2% 4% 6% 8% 10%
x
3.5%
x
2.9%
PROGRAMMATIC PUBLISHER DIRECT
x
3.5%
x
2.9%
PROGRAMMATIC PUBLISHER DIRECT
OVERALL
604
OVERALL
9.1%
OVERALL
52.0%
OVERALL
8.3%
OVERALL
3.4%
TRue Advertising
Quality Score
Moderate to
Very High Risk
In view as per
MRC standard
High to Very
High Clutter
General and
Sophisticated
Invalid Traffic
as defined by
the MRC

7. 6
VIEWABILITY BY AD SIZE
GLOBAL DISPLAY
VIEWABILITY BY AD SIZE
21.5%
36.1%
53.8%
LEADERBOARD
728x90
20.7%
33.9%
49.0%
MEDIUM RECTANGLE
300x250
28.1%
46.9%
64.1%
SKYSCRAPER
160x600
28.2%
47.9%
DOUBLE MPU
300x600
63.7%
BILLBOARD
970x250
18.7%
36.1%
54.3%
PORTRAIT
300x1050
18.1%
41.6%
64.3%
≥1s ≥5s ≥15s
21.5%
36.1%
53.8%
RBOARD
728x90
20.7%
33.9%
49.0%
TANGLE
300x250
28.2%
47.9%
LF PAGE
300x600
63.7%
LBOARD
970x250
18.7%
36.1%
54.3%
ORTRAIT
00x1050
18.1%
41.6%
64.3
≥1s ≥5s ≥15s

8. 7
GLOBAL VIDEO SNAPSHOT
TRAQ SCORE
BRAND RISK
VIEWABILITY
AD FRAUD
1,000250
PUBLISHER DIRECTPROGRAMMATIC
508 726
PUBLISHER
DIRECT
PROGRAMMATIC
5.6%
9.3%
0% 2% 4% 6% 8% 10%
PROGRAMMATIC PUBLISHER DIRECT
59.3%35.5%
PROGRAMMATIC PUBLISHER DIRECT
59.3%35.5%
PROGRAMMATIC PUBLISHER DIRECT
59.3%35.5%
PROGRAMMATIC PUBLISHER DIRECT
59.3%35.5%
PROGRAMMATIC
12.3%
PUBLISHER DIRECT
15.1%
PROGRAMMATIC
12.3%
PUBLISHER DIRECT
15.1%
TOTAL
553
TOTAL
13.0%
TOTAL
40.4%
TOTAL
8.5%
TRue Advertising
Quality Score
Moderate to
Very High Risk
In view as per
MRC standard
General and
Sophisticated
Invalid Traffic
as defined by
the MRC

9. 8
BRAND RISK BY LEVEL
BRAND RISK BY CATEGORY
GLOBAL VIDEO
BY LEVEL
10.3%
1.5%
0.5%
10.4%
1.4%
0.1%
10.3%
1.5%
0.4%
12.3% 11.9%12.2%
PUBLISHER
DIRECT
PROGRAMMATICOVERALL
HIGH
ERATE
10.3%
1.5%
0.5%
10.4%
1.4%
0.1%
10.3%
1.5%
0.4%
12.3% 11.9%12.2%
PUBLISHER
DIRECT
PROGRAMMATICOVERALL
VERY HIGH
HIGH
MODERATE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
BRAND RISK BY CATEGORY
PROGRAMMATIC
18.0%
22.8%
38.8%
8.3%
5.7%
3.0%
3.5%
PUBLISHER
DIRECT
10.0%
5.6%
12.4%
34.2%
2.9%
1.9%
33.0%
ADULT ALCOHOL HATE SPEECH ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
OFFENSIVE
LANGUAGE
VIOLENCE
ADULT
ALCOHOL
HATE SPEECH
ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
BRAND RISK BY CATEGORY
PROGRAMMATIC
18.0%
22.8%
38.8%
8.3%
5.7%
3.0%
3.5%
PUBLISHER
DIRECT
10.0%
5.6%
12.4%
34.2%
2.9%
1.9%
33.0%
ADULT ALCOHOL HATE SPEECH ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
OFFENSIVE
LANGUAGE
VIOLENCE

10. 9
GLOBAL VIDEO
COMPLETION RATE IN VIEW
VIDEO ENGAGEMENT METRICS
1ST QUARTILE
MIDPOINT
3RD QUARTILE
COMPLETION
0% 10% 20% 30% 40% 50% 60%
33.5%
21.9%
52.3%
31.8%
20.8%
49.2%
30.3%
19.7%
47.0%
28.5%
18.4%
44.3%
VIDEO: COMPLETION RATES IN VIEW
OVERALL PROGRAMMATIC PUBLISHER DIRECT
IMPRESSIONS ON AUTOPLAY
35.5%
IMPRESSIONS
WITH MULTIPLE VID
EOSONPAGE
5.1%
MOST COMMON PLAYER SIZE
300 x 250

11. Integral Ad Science is the leading provider of actionable
advertising intelligence for buyers and sellers of digital
media. Since launching the industry’s first preventative
brand safety solution in 2009, Integral has evolved into
a global media valuation platform that is the industry’s
standard for rating media quality. Integral focuses on a
comprehensive solution set that enables advertising to
appear in quality environments and receive favourable
exposures while allowing sellers to monitor and control
inventory quality and performance. Integral’s technology
drives improved visibility, efficiency and ROI for all players
across the digital media landscape.
CONTACT US
infoUK@integralads.com
www.integralads.com
+44 203 696 0736
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