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Media quality report for the second half of 2020 From IAS

The following is the Media quality report for the second half of 2020 From IAS recommended by And this article belongs to the classification: research report, network marketing.

In the second half of 2020, IAS media quality tracking joined five new markets: Argentina, Belgium, Brazil, Poland and Vietnam. In this latest release, IAS also introduces two new indicators: the visibility of CTV and the video visibility of mobile applications.


In the second half of 2020, the visibility of global desktop video will decline slightly, but it is still one of the most visible channels, second only to mobile network video.

In the second half of 2020, the visibility of mobile network video has increased by more than 2 percentage points, becoming the most visible channel in the world with 73.7%.

Viewing time

In the world’s network environment, the average viewing time of display ads remains relatively unchanged. In the second half of 2020, the viewing time of desktop display ads increased by nearly half a second to 23.2 seconds, with Argentina (37.4 seconds), Indonesia (30.8 seconds) and Mexico (28.8 seconds) at the top.

On the other hand, the viewing time of mobile network display ads is reduced to 15.2 seconds, about 1 / 4 seconds less than that in the second half of 2019.

The biggest decline in viewing time is mobile app display advertising. Globally, the browsing time of mobile app display ads decreased by 5.2% on average, 21% less than that in the second half of 2019. Both the programmed purchase of ads and the direct inventory of publishers lead to the reduction of ad viewing time, which is reduced by 6.2 seconds and 3.3 seconds respectively.

Advertising fraud

In the second half of 2020, the average advertising fraud rate will remain below 1%. In terms of desktop display advertising, France (- 1.1 percentage point) and the United States (- 0.4 percentage point) both contributed to the decline of advertising fraud rate. Global mobile network display advertising fraud rate fell 0.3 percentage points year on year.

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