2026年全球媒体质量报告（第21版）

MEDIAQUALITYREPORT TABLE OFCONTENTS 4INSTRUCTIONS FOR USE KEY TREND #1:RISK IS CONCENTRATING —MOBILE WEB DISPLAY IS A WEAK LINK KEY TREND #2:VIDEO IS THE PERFORMANCE ENVIRONMENT —THE GAP IS WIDENING KEY TREND #3:MEDIA QUALITY IMPROVED —BUT RISK IS UNEVEN BY REGION AND VERTICAL 16 29ABOUT IAS INTRODUCTION The internet continues to evolve at extraordinary speed shaped by the rapid maturation ofartificial intelligence, democratization of digital media creation, continued growth of videoconsumption, and increasing complexity of a global advertising environment operating acrosstrillions of impressions, formats, and locales. In this context, the need for precision,transparency, and objective measurement has never been more important. The mission ofIntegral Ad Science (IAS), remains unchanged: to be the global benchmark for trust andtransparency in digital media quality. We are proud to introduce the 21st edition of our Media Quality Report (MQR) which ispowered by insights drawn from more than 300 billion digital interactions captured each day.As always, the MQR is designed to serve as an indispensable resource for marketersworldwide, providing the requisite data and benchmarks to help them make smarter decisionsaround their hard earned advertising investments. The 2025 data tells a story of meaningful, broad-based improvement in media quality:Viewability climbed, and Brand safety and suitability, as well as MFA, improved. This reflectsthe ongoing commitment of our industry to raise the quality bar for digital advertising. However, despite these advancements, the rapid evolution of digital environments occurringaround each of us every day also reveals something more nuanced: media qualityimprovement is not evenly distributed. Risk concentrated in specific and increasingly novelenvironments has diverged across regions and verticals. The advertisers who performed bestin 2025 were those who understood that a global benchmark is a starting point, not adestination. Effective media quality strategy requires vigilance and a willingness to optimize. That level of actionable, granular insight is what our MQR report provides. And it is what IAS isdesigned to deliver, not just as an advanced media quality partner, but as our industry’s mosttrusted solution provider that helps advertisers Protect their brand, Perform towards theirmost critical KPIs, and Accelerate the outcomes that matter most for their bottom line. INSTRUCTIONS FOR 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 helpful tips for how to leverage MQR insights to assess your campaign health andinform performance goals. HOW TO LEVERAGE KEY TRENDS 1.Explore and consider the global media quality trends highlighted in this report.2.Use the global trends highlighted in this report as comparison points against your2025 campaigns and to inform 2026 campaign analyses and planning.3.When working with advertiser clients, use these trends and analyses to informcampaign decisions. 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 themmoving forward to monitor campaign performance over time.■OPTIMIZATION:If you are underperforming relative to the reportedbenchmarks, consider IAS optimization technologies you can implement. EXECUTIVE SUMMARY IAS analyzes more than 300 billion digital interactions daily, keeping a finger on the pulse ofmedia trends across the globe. The annual Media Quality Report (MQR) leverages this vastdataset to provide both advertisers and publishers with benchmarks against which to measurethe quality of their digital advertising campaigns and inventory across the open web. The MQR: 21st Edition features global benchmarks available in a companion workbookalongside regional deep-dives (e.g., North America, APAC, etc.) as well as country-level andvertical-level metrics for display and video ad formats across desktop and mobile web. The MQR remains the gold standard for the world’s leading brands and marketers tounderstand digital media insights, providing the industry's most actionable data to drivesuperior results for their