IAS：2024年全球媒体质量报告（第19版）（中译版）（31页）.pdf

1、MEDIAQUALITYREPORTMAY 2024MEDIA QUALITY REPORT:19TH EDITIONFOREWORD FROM THE CEOEXECUTIVE SUMMARYDEFINITIONSKEY TREND#1:GLOBAL AD FRAUD RATES DECLINED FOR OPTIMIZED CAMPAIGNSKEY TREND#2:TIME-IN-VIEWS DOWNWARD TRAJECTORY CONTINUEDKEY TREND#3:BRAND RISK REMAINED STABLE BUT NEW THREATS LIE AHEADLOOKING

2、 AHEADABOUT IASREFERENCESTABLE OF CONTENTS213192529306543MEDIA QUALITY REPORT:19TH EDITION3FOREWORD FROM THE CEOAs marketers continue to invest billions of dollars in digital media,advancements in AI and machine learning,along with the rapid expansion of misinformation and deep fakes,present new opp

3、ortunities and challenges especially in a major global election year.At Integral Ad Science(IAS),we believe arming marketers with accurate and reliable data is key to forging an innovative,impactful,and safer digital future as we navigate the changes ahead.Im pleased to present the 19th edition of t

4、he Media Quality Report(MQR),our annual benchmark report outlining insights from IASs more than 280 billion digital interactions daily from across the globe.As a barometer of excellence in digital media quality,the MQR is a trustworthy tool designed to help marketers navigate the intricate and ever-

5、evolving digital landscape.As ad fraud rates in 2023 declined to all-time lows for campaigns running with fraud protection,campaigns running without fraud mitigation efforts saw rates up to 14 times higher,signaling the robust efficacy of fraud detection and avoidance technology.We also saw marketer

6、s prioritize brand safety solutions across the globe,with the worldwide brand risk average decreasing year-over-year to reach 1.7%demonstrating the need for advertisers to safeguard and scale their brands more than ever before.IAS is committed to driving our mission forward as the benchmark for trus