IAS：2023年全球媒体质量报告（第18版）（英文版）（30页）.pdf

1、IAS WHITE PAPER:TAKING ACTION ON ATTENTIONMedia QualityReport18th EditionMay 2023MEDIA QUALITY REPORTForeword from the CEOIntroductionWhats New?DefinitionsExecutive SummaryKey Trend#1Viewability and Time-in-View Maintain Opposite MomentumKey Trend#2Ad Fraud Rates Stabilized in 2022Key Trend#3Quality

2、 Path Optimization Uptake on the RiseLooking AheadAbout IASReferencesTable of Contents356781014192429302MEDIA QUALITY REPORTForeword from the CEO3The digital landscape continues to rapidly evolve,expanding beyond the developments weve come to expect across environments,formats,or channels.Were now e

3、xperiencing the groundbreaking advancement of AI and machine-learning technology,which only creates more unpredictability and opportunity for marketers.Along with these opportunities,2022 brought plenty of evolution in media quality.Viewability continued on an upward trend globally,and while rates w

4、ere highest in the Americas,it was APAC that led the charge with the most significant increase in viewability since 2019.Time-in-view continued on a long-term downward trend worldwide,and any country-level increases proved to be short lived.On the other hand,ad fraud appeared stable from a global pe

5、rspective,but regional data revealed opposing trends in the Americas and EMEA.Our research also found a considerable uptick in Quality Path Optimization adoption among marketers worldwide,signaling a greater desire for solutions that maximize ROI.The evidence is clear marketers are embracing change,

6、and we are too.In this edition of the Media Quality Report(MQR),marketers can now make data-driven decisions even faster with the MQR companion workbook that simplifies integration across media optimization systems,helping to efficiently benchmark campaign performance.The annual MQR has become the g