Integral Ad Science Finds Purchased Fraudulent Inventory Decreased Every Quarter in 2015

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Feb 11, 2016, 08:55 ET

The steady decrease of fraud in digital advertising throughout 2015 indicates an increased effort across the industry to implement fraud prevention technology. Despite the continuous fraudulent activity online, the amount that is transacted upon is getting to a more manageable level.

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NEW YORK, Feb. 11, 2016 /PRNewswire/ -- Integral Ad Science, the leader in quantifying digital media quality, today released its Q4 2015 Media Quality Report based on insights collected from the hundreds of billions of impressions Integral analyzed this past quarter. Although the differences between Q3 2015 and Q4 2015 were subtle, comparing the change from Q1 to Q4 shows a significant improvement in the quality of the digital advertising market over the course of 2015.

Fraud in video and display advertising, both when sourced directly or through networks and exchanges, decreased steadily quarter over quarter. Programmatic display inventory had the largest change with a 33.3 percent decrease in fraud, and display inventory sourced directly through publishers saw a 25 percent decrease in fraud. Video fraud decreased 28.6 percent. The steady decrease throughout the year indicates an increased effort across the industry to implement fraud prevention technology. Despite the continuous fraudulent activity online, the amount that is transacted upon is getting to a more manageable level.

"We continue to develop cutting edge solutions for both buyers and sellers to ensure that our clients are protected against fraud," said Scott Knoll, CEO of Integral Ad Science. "The steady decrease in fraud transacted upon in 2015 is a clear indication that the industry is embracing sophisticated prevention technology and working together to gain the upper hand in the war on fraud."

There was also positive movement in display viewability over the last quarter. Display inventory sourced directly from publishers saw the greatest improvement, increasing from 46.3 percent in Q3 to 53.7 percent in Q4. Viewability sourced through networks and exchanges increased from 39.8 percent to 41.5 percent.

To view the full report, visit http://integralads.com/quarterly.

About Integral Ad Science

Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry's only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser's ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Tokyo, Singapore and Paris. Learn more at www.integralads.com.