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14 July 2022
Media buyers claim to prefer quality inventory
Brand safetyViewabilityContext & position of advertising
A whopping 98% of European media buyers agree that buying inventory in a quality media environment is important, according to a survey by industry organisation IAB Europe.
Why it matters
It’s hard to find a media buyer who disagrees with the importance of a quality media environment and most (92%) will also say they prefer to spend with suppliers adhering to industry standards. But programmatic buying continues to take brands into some questionable areas. And even though a publisher may meet ‘quality media’ criteria and local standards, its content may not necessarily be of the sort a brand would want to appear next to, as the work of bodies like Stop Funding Hate attests. What buyers say and and what they do are two different things.
84% of all buyers said that they are willing to pay a premium price for higher quality, trusted inventory.
92% said that they prefer to spend their advertising budget with suppliers that adhere to industry standards.
73% said that they check if a media owner or supplier adheres to industry standards before spending budget with them.
Just 19% of buyers that responded to the survey said that they don’t mind about industry standards at all. This decreased to 6% if the buyer was in a market with a national quality standard.
89% of advertisers and agencies said they were concerned or very concerned about viewability and 79% said the same about brand safety.
Buyers want to see standards developed for CTV, audio and DOOH.