2025年全球媒体质量报告（第20版）

MEDIAQUALITYREPORT MAY 2025 TABLE OFCONTENTS 3FOREWORD FROM THE CEO 4INSTRUCTIONS FOR USE 5EXECUTIVE SUMMARY 6DEFINITIONS 7KEY TREND #1:NON-OPTIMIZED AD FRAUD RATES ARE ON THE RISE 10KEY TREND #2:OFFENSIVE LANGUAGE AND HATE SPEECH ARE ON THE RISE 15KEY TREND #3:GLOBAL VIEWABILITY HAS STABILIZED 18LOOKING AHEAD 22ABOUT IAS 23REFERENCES FOREWORDFROM THE CEO Digital media continues to evolve at a rapid pace, shaped by new technologies, shiftingconsumption habits, and increasing complexity in global markets. As we enter a new era definedby AI innovation, the need for transparency, precision, and protection has never been greater. AtIntegral Ad Science (IAS), we remain committed to equipping marketers with the actionableinsights needed to navigate these changes with confidence. I’m pleased to introduce the 20th edition of the Media Quality Report (MQR), our most robustbenchmark report — powered by insights from more than 280 billion digital interactionscaptured each day. As a barometer of excellence in digital media quality, the MQR is atrustworthy tool designed to help marketers like you navigate an ever-evolving digital landscape. As always, the MQR serves as a gold standard for measuring media quality and performance.Viewability rates have stabilized as marketers begin to prioritize newer metrics like attention. Atthe same time, ad fraud reached a four-year high for non-optimized campaigns, highlighting thegrowing threat bad actors pose to the ecosystem. Despite these challenges, the data also reinforces the power of protection. Campaigns usingfraud mitigation strategies were largely shielded from elevated risk, demonstrating theeffectiveness of proactive optimization in driving safer, more impactful advertising. At IAS, we remain steadfast in our mission to be the benchmark for trust and transparency indigital media quality. The MQR is a vital part of that mission — helping advertisers, publishers,and platforms worldwide drive superior results with clarity and confidence. LISA UTZSCHNEIDER Chief Executive OfficerIntegral Ad Science INSTRUCTIONSFOR USE The Media Quality Report (MQR) provides the industry’s most actionable benchmarks to helpmarketers navigate the complex and ever-evolving digital media landscape. Leveraging thisreport and theMQR Companion Workbook, you can access key trends and global benchmarksthat set the standard for media quality in your digital campaigns. Here are some tips for how to best use MQR insights and benchmarks to assess your campaignhealth and set performance goals. HOW TO LEVERAGE KEY TRENDS 1.Explore and consider the global media quality trends summarized in this report.2.Use the global trends highlighted in this report as comparison points against your 2024campaigns.3.When working with advertiser clients, use these trends and analyses to inform campaigndecisions. HOW TO LEVERAGE BENCHMARKS Access theMQR Companion Workbook. 1.To find benchmarks for your campaigns, identify relevant data cuts based on duration,region, environment/format, and purchase method. ■If your country or region is not represented in the companion workbook, werecommend looking at data at the regional or worldwide level. 2.From the companion workbook, pull reported metrics from media quality indicators (e.g.,viewability) that you measure to identify areas for improvement. ■RETROSPECTIVE: Compare your own performance metrics during the sametimeframe to the benchmarks that you have access to.■PROSPECTIVE: Use these metrics as performance goals, measuring them movingforward to monitor campaign performance over time.■OPTIMIZATION: If you are underperforming relative to the reported benchmarks,consider IAS optimization technologies you can implement. EXECUTIVESUMMARY IAS captures more than 280 billion digital interactions daily, keeping a finger on the pulse of media trendsacross the globe. The annual Media Quality Report (MQR) leverages this vast database of global trends toprovide both advertisers and publishers with benchmarks against which to measure the quality of theirdigital advertising campaigns and inventory across the open web. The Media Quality Report: 20th Edition features global benchmarks available in a companion workbookalongside regional deep-dives for the Americas, APAC, and EMEA, as well as country-level metrics fordisplay and video ad formats across desktop, mobile web, mobile app, and connected TV (CTV)environments. The MQR remains the gold standard for understanding digital media performance, providing theindustry’s most actionable data to drive superior results. KEY TRENDS: HIGHLIGHTS Ad fraud increased in 2024 — but campaigns with fraud mitigation strategies wereprotected from this heightened risk.1 While overall brand risk declined, the risk of offensive language and hate speech areon the rise, especially in the United States.2 Viewability rates stabilized as advertisers have begun to prioritize other media qualitymeasures, such as attention.3 GLO