Malicious Ads and In-Banner Video Hit Lowest Rates Since Early 2018, According to New Confiant Research

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Confiant Releases Demand Quality Report for Q2 2019

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“These improvements demonstrate that the industry is making a concerted effort to clean up digital advertising,” said John Murphy, Chief Strategy Officer, Confiant.

Confiant, the leader and innovator in advertising security, today released its Demand Quality Report for Q2 2019. The report shows that the industry continues to make steady progress in reducing the scourge of bad ads, with the lowest rates of malicious and In-Banner video ads observed since Confiant published its first report in early 2018.

Among the key findings and trends the report uncovers are:

  • Malicious ads fell to their lowest rate since early 2018: Malicious ads declined from 0.39% of impressions in Q1 (and a high of 0.54% in Q4 2018) to 0.25% in Q2. A huge gap persists between the best and worst performers, however. Among top SSPs, the worst performer is over 60 times as likely to deliver a malicious ad as the best performer.
  • In-Banner Video ads plummet to 0.10% in Q2: Down from 0.45% of impressions in Q1 and a high of 1.40% in Q2 2018. If this trend continues, in-banner video ads can be expected to be all but extinct by the end of 2019.
  • The rate of Low Quality ads increased*: In Q2 the rate increased from 0.14% of impressions in Q1 to 0.18%, however, down significantly from the high of 0.33% in Q4 2018.
  • Weekends and holidays continue to experience a higher rate of incidents: The rate of malicious ads by day ranges from a mid-week low of 0.13% of impressions on Thursdays to a high on 0.44% on Sundays, by a factor of more than 3X.

*NOTE: This excludes heavy ads comparison as that data was not available for previous reports.

“These improvements demonstrate that the industry is making a concerted effort to clean up digital advertising,” said John Murphy, Chief Strategy Officer, Confiant. “While we can’t point to one single factor as the cause of these reductions, a confluence of industry actions and initiatives is making life tough on malvertisers. The near-universal adoption of ads.txt on top sites, which has helped drive in-banner video out of the market, and programs such as TAG's Certified Against Malware are making a difference, as are increased vigilance by the SSPs on ad quality issues and adoption of real-time blocking solutions like Confiant's.”

The report benchmarks demand quality issues that publishers and platforms face -- such as malicious ads, low-quality ads and in-banner video ads -- so they can better protect their reputation, revenue and resources.

Confiant CEO & Co-Founder Louis-David Mangin will present these findings on August 19, 2019 at AdMonsters Publisher Forum in Vancouver, BC. Prior to the event, you can view the Q2 2019 Demand Quality Report in full here.

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