State of The Industry
Data quality is rapidly becoming one of the key trends in the advertising industry in 2019.
Over the last few years, the advertising and media community has made a significant effort to establish new standards for measuring and tracking media quality, invalid traffic (IVT), viewability and brand safety, and has made headway in improving industry benchmarks in each of these categories. Integral Ad Science, for example, recently reported major improvements in viewability, brand safety, and other metrics from 2015 to 2018[l] (as shown in Chart A below).
Chart A
The efforts around media transparency are now...