Integral Ad Science (IAS) has unveiled the 19th edition of its Media Quality Report (MQR), with the Asia-Pacific (APAC) region recording the steepest annual reduction in ad fraud rates of any region, dropping 0.4 points to hit an all time low of 0.6 % in H2 2023 -

The report, based on a comprehensive analysis of over 280 billion daily digital interactions worldwide, provides advertisers and publishers with benchmarks for measuring the quality of their digital advertising campaigns and inventory.

In terms of viewability, the programmatically transacted video inventory in APAC had the highest viewability rates globally, with desktop video at 84.5% and mobile web inventory at 84.9%. APAC also holds the highest time-in-view across all regions at 17.29 seconds, despite a downward trend since H1 2021.

However, brand risk in APAC and EMEA experienced a slight decrease year-over-year, with an average brand risk of 1.1% in APAC and 1.7% in EMEA. The categories posing the highest brand risk for ads across APAC include Violence, Adult, and Hate Speech.

"IAS is committed to driving our mission forward as the benchmark for trust and transparency in digital media quality, and the MQR is just one of the many ways we pursue this mission for advertisers, publishers, and platforms across the globe,” said CEO of IAS, Lisa Utzschneider. She further added, “The findings of the report highlight the need for innovative solutions to help marketers, publishers, and platforms safeguard and scale their brands now more than ever, all while improving ROI to remain future-ready.”

The report also found that marketers are focused on safeguarding their brands from growing threats including AI-generated deepfakes and misinformation.

The global brand risk rate remained stable in 2023, coming down a nominal 0.1 point from 2022 to reach 1.7%. Global ad fraud has dropped to 0.6% on campaigns optimised against ad fraud – the lowest figure since 2020. Time-in-view hit a new low in H2 2023, averaging 15.78 seconds across all regions and environments.