IAS：2024年行业脉搏报告之美国版 -THE 2024 INDUSTRY PULSE REPORT - U.S

December2023

THE2024INDUSTRYPULSEREPORT

U.S.EDITION

IntegralAdScience(IAS)partneredwith

YouGov

tosurveyU.S.digitalmediaexpertsfromboththebuy-andsell-sidesto

understandtheirperspectivesonmediachallengeslyingaheadandopportunitiestheywillseektoharnessin2024.

Inthisannualreport,wehighlightthekeytrendsthatare

expectedtoshapethedigitaladvertisingindustryinthenext

year,alongsideanobservationalstudyofIASdatatoshowcasehowmediaqualitydrivessuperiorresults.

STUDYDESIGNANDOBJECTIVES

THE2024INDUSTRYPULSEREPORT

FIELDDATE

September2023

PARTICIPATION

N=262U.S.digital

mediaexpertswhouseprogrammatic

advertising

.AdTech(n=53)

.Brands(n=75)

.Agencies(n=78).Publishers(n=56)

THE2024INDUSTRYPULSEREPORT|2

INTRODUCTION

Astheyearwindsdownandtheindustryreflectsonthepastyear,IASconducteditsannualIndustryPulseReporttodeepdiveintothetrendsandtechnologiesthatwillshape2024.Lookingbackon2023,theyearstartedoutwith

strongmacroeconomicheadwindsandareturntopre-pandemiclevelsofdigitalmediaconsumptionandadspendgrowth.As2023comestoanend,theindustryhasreboundedandisslatedtoendonahighnote,withaforecasted3.8%growthinoverallU.S.mediaadspend.1

WHAT’SNEXTIN2024?

Industryexpertsarefollowingconsumerbehaviortopreparefornextyear.Marketersplantoinvestinwell-establishedenvironmentsthatarerifewithinnovativepotential,likesocialmediaanddigitalvideo,whilealsobuildingouttheir

advertisingstrategiestoincludeemergingadgiants,suchasretailmedianetworks.

2024alsobringstwohigh-trafficmediaeventsintothemix—theSummerOlympicsandapresidentialelection.Itwillbecriticalformarketerstoconsiderhowtheseeventsmayimpactriskstomediaqualityandprotecttheircampaignsaccordingly.Investinginmediaqualityandprioritizingbrandsafetycanbekeywaysformarketerstoprotectad

campaignsfromtheuncertaintiesthatthesemassiveeventsmaybringtothedigitalmedialandscape.

THE2024INDUSTRYPULSEREPORT|3

TABLEOFCONTENTS

01

02

03

04

05

2024INDUSTRY

PROPRIETARY

DIGITAL

DIGITAL

RETAIL

PRIORITIES

PLATFORMS

VIDEO&CTV

AUDIO

MEDIA

06

07

08

09

10

MEDIAQUALITY

RESPONSIBLE

KEY

ABOUT

APPENDIX

PRIORITIES

MEDIA

TAKEAWAYS

IAS

THE2024INDUSTRYPULSEREPORT|4

01

2024INDUSTRY

PRIORITIES

Industryexpertsweighinontheir

mediaprioritiesandthechallenges

andopportunitiesahead

5

TOPMEDIAPRIORITIESIN2024

67%

37%

29%

26%

SOCIALMEDIA

DIGITALVIDEO*

DIGITALDISPLAY

MOBILE

SOCIALMEDIA

Toppingtheranksofpriorities,mediaexpertsforeseeboth

challengesandinnovativepotentialforsocialmediain2024astimespentwithsocialmediareachesaplateau.2

DIGITALVIDEO

Nearlyfour-in-10mediaexpertsplantoprioritizedigitalvideoandCTVasconsumptionoftheformatcontinuestogrow,partlyduetothepopulardigitalenvironments,likesocialmedia,supportingvideomorethaneverbefore.

DIGITALDISPLAYANDMOBILE

Digitaldisplayandmobileremainkeyprioritiesformorethanoneinfourmediaexpertsasthesewell-establishedenvironmentscontinuetodeliverreachandscale.

Q.Whichofthefollowingdevices,environments,orformatswillbeatoppriorityforyourorganizationinthenext12months?

(selectuptothree)*includesCTV

THE2024INDUSTRYPULSEREPORT|6

TOPANTICIPATEDMEDIACHALLENGES:

BUY-SIDE*&ADTECH

Contextualconcernsrankamongthetop

predicteddigitalmediachallengesin2024for

buyersandtechvendors,withadsdelivered

alongsideriskycontentasthetopconcern.Mediaexpertsarealmostequallyconcernedabout

decreasingaccesstoconsumerdataandcookiesaswellasassessingcampaignresults.

Whileviewabilityisstillachallengefornearly

one-in-fivemediaexperts,itslowerposition

relativetootherconcernsspeakstotheincreasingsophisticationofmediaqualitymeasurement.

Adsdeliveringalongsiderisky

contentormisinformation

Decreasedaccesstoconsumerdata/cookies

Assessmentofcampaignresults

Difficultyorconfusionbuying/selling

programmaticmedia

Contextualtargeting

Advertisingadjacenttopoliticalcontentorelectioncoverage

Adfraud

Poorviewabilitylevels

28%

27%

26%

24%

21%

21%

20%

19%

Q.Whichofthefollowingwillbemajordigitalmediachallengesforyourorganizationinthenext12months?(Selectuptothree)

*Includesbrandsandagencies

THE2024INDUSTRYPULSEREPORT|7

TOPANTICIPATEDMEDIACHALLENGES:

PUBLISHERS

Thesell-sideisalignedwithbuyersandtech

vendorsonadjacencytoriskycontentor

misinformationasthetopmediachallenge.Thischallengelikelystandsoutforbothgroupsduetoriskofinaccurateorriskycontentsurroundingthe2024presidentialelection.

Nearlythree-in-10publishersalsoidentify

maximizingyieldasatopchallenge,highlightingtheimportanceofresultsthatcouldbethreatenedbyadsdeliveredalongsideriskycontent.Inaddition,

similarlytobuyersandadtech,morethan

one-in-fourpublishersanticipatechallengeswithdecreasedaccesstoconsumerdata.

Adsdelivering alongsideriskycontentorfakenews

Maximizingyield

Decreasedaccesstoconsumerdata/cookies

Monetizingwith/withoutsocialplatforms

Contextualtargeting

Poorviewabilitylevels

Advertisingadjacenttopoliticalcontent

Providingscaledaudienceextension

29%

29%

27%

24%

22%

20%

19%

19%

Q.Whichofthefollowingwillbemajordigitalmediachallengesforyourorganizationinthenext12months?(Selectuptothree)

THE2024INDUSTRYPULSEREPORT|8

CHALLENGESBYMEDIATYPE

Mediaexpertsthinksocialmediaanddigitalvideowillfaceseriouschallengesin2024—thesame

mediatypesthattheywillbeprioritizing.

Transparencyandconsumertrustwillbecriticalformarketerstotapintowhilemediaqualityrisksmayriseindigitalvideoasinventorygrows.

Nearlyone-in-fourmediaexpertsagreethatretail

medianetworksmayfacegrowingpainsas

industryexpertsnavigatemediaquality

measurement,contextualtargeting,andprivacyconcernsinthisincreasinglyimportantformat.3

47%

Socialmedia

38%

Digitalvideo*

24%

LinearTV

23%

Digital

display/image

23%

Retailmedianetworks

20%

Digitalaudio

20%

Mobile

Q.Inyouropinion,whichofthefollowingmediatypeswillfaceseriouschallengesacrossthemediaindustryinthenext12months?(Selectuptothree)*includesCTV

THE2024INDUSTRYPULSEREPORT|9

POTENTIALFORINNOVATIONBYMEDIATYPE

Althoughmediaexpertsexpectsocialmediaand

digitalvideotofacechallenges,theyalsoanticipatetheseformatstoexperiencethemostinnovation.

Socialmediamayseeinnovationsurrounding

high-trafficfeatures,likesocialshoppingandsocialsearch.4

EnhancementsindigitalvideoandCTV,liketherise

ofmachine-learningmultimediaclassificationtechnology,willlikelyshapeinnovationinthesespaces.

50%

Socialmedia

41%

Digitalvideo*

35%

Mobile

28%

Gaming

23%

Digitaldisplay

18%

Search

Q.Inyouropinion,whichofthefollowingmediatypesholdthemostpotentialforinnovationandopportunityacrossthemedia

industryinthenext12months?(Selectuptothree)*includesCTV

THE2024INDUSTRYPULSEREPORT|10

11

02

PROPRIETARY

PLATFORMS

Asengagementinproprietary

platformsplateaus,mediaexperts

weighinonqualityassuranceand

opportunitiesforgrowth

Minutes

95.9

82.5

2019

2020

2022

2023

2024

2025

THEEVOLVINGLANDSCAPEOFSOCIALMEDIA

Socialmediaisanadvertisingessential,with91%ofmediaexpertsplanningtomonetizecontentanddriveROIfromsocialplatforms.Theformat,

however,maybeshiftingtowardengagement

saturation.In2023,averagetimespentonsocialnetworksplateauedatabout107minutesperday,2andGenZcaughtuptoMillennialsinsocialmedianetworkuse.5

Withoutthecontinuedpromiseofgrowthintimespentornewusers,marketersareturningtovideoads,socialshopping,andprioritizingmediaqualitytocaptureconsumerattentionandbuildeffectivesocialadcampaigns.

AVERAGETIMESPENTPERDAYONSOCIALNETWORKSBYU.S.

ADULTUSERS,2019-20252

108.6

107.4

108.1

105.2

100.6

2021

THE2024INDUSTRYPULSEREPORT|12

TRANSPARENCY

%

68

ofmediaexpertssaythat

insufficienttransparencyintomediaqualitymetricswithin

proprietaryplatformswill

negativelyimpactmediaspend

TRUST

%

66

ofmediaexpertssaythat

erodingconsumertrustinmajorproprietaryplatformswill

negativelytheirimpactmediaspend

INSUFFICIENTTRANSPARENCYANDCONSUMERTRUST

WILLNEGATIVELYIMPACTADSPEND

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT

13

ELECTIONBRANDRISK

69

ofmediaexpertssaytherewillbeincreasedriskofadadjacencytofakenewsandmisinformation

leadinguptothe2024election

%

VIEWABILITY

82%

ofmediaexpertsbelievethat

viewabilityisanimportantmetricwhenassessingsocialcampaigns

MEDIAQUALITYISKEYTOHEALTHYSOCIALCAMPAIGNS—

ANDTHE2024ELECTIONMAYINCREASERISK

ATTENTION

77

proprietaryplatformadswillbe

importanttoevaluatecampaigns

%

ofmediaexpertsbelievethatmeasuringattentionto

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|14

MEDIAEXPERTSFORESEEGROWTHINSOCIAL

SHOPPINGANDVIDEO

ofmediaexpertsagreesocialshoppingtrafficwillcontinuetoincrease

86%

SHOPPING

Socialshoppingisontherise,withanexpected24%

year-over-yeargrowthin2024,6representingan

advertisingopportunityinanenvironmentwhere

consumersareincreasinglyprimedtopurchase.

ofmediaexpertsagreethe

acceleratedconsumptionof

socialvideowillcontinuetodriveprogrammaticvideoadspend

83%

VIDEO

Socialvideoviewingisexpectedtoaccountfor59%ofsocialnetworkactivitiesin2024.7Plus,more

thanfour-in-fivemediaexpertsagreethatsocial

videoconsumptionwillcontinuetodrive

programmaticadspendin2024.

Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements:

Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements:

THE2024INDUSTRYPULSEREPORT|15

16

03

DIGITALVIDEO

&CTV

AsdigitalvideoandCTVviewers,ad

inventory,andadspendcontinueto

rise,mediaexpertsdiscusspotential

challengestomediaquality

ofmediaexpertsagreetheshiftinadspendfromlinearTVtoCTVwill

accelerate

84%

ofmediaexpertsagreetheshiftinadspendfromprogrammaticdisplaytoprogrammaticvideowillaccelerate

79%

VIDEOADSPENDISSHIFTING

Mediaexpertsagreethataddollarswillcontinueto

followtheconsumertowardCTVandvideoformats.

WhileCTV’sexplosivegrowthislevelingout,timespentwithdigitalvideoonCTVwillriseanexpected7.4%in2024.Meanwhile,linearTVconsumptionandadspendwillcontinuetodecline.8

Digitalvideoconsumptioncontinuestorisewith4.9%

growthexpectedin2024asprogrammaticadspendingisprimedtobedrivenbyvideo.9

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;

ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|17

BRANDRISKFRAUD

ASDIGITALVIDEOANDCTVINVENTORY

GROWS,SOWILLRISKSTOMEDIAQUALITY

Adfraudandbrandriskchallengesinparticulararebecomingincreasinglyindistinguishable

betweendigitalvideoandCTV.

Asizablemajorityofmediaexpertssee

increasedadfraudandbrandriskasgreaterconcernsfordigitalvideoandCTVformatsasinventorygrows.

DIGITALVIDEO

82%

DIGITALVIDEO

75%

CTV

75%

CTV

73%

ofmediaexpertsagreead

fraudwillbeagreater

concernasthevolumeof

digitalvideoandCTV

inventoryincreases

ofmediaexpertsagreebrandriskwillbeagreaterconcernasthevolumeofdigitalvideoandCTVinventoryincreases

Q..Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|18

CTVWILLFACEUNIQUE

CHALLENGES

CTVadswillfacechallengesasmediaexperts

agreethattheformatisvulnerabletolow

viewabilityrates.In2024,marketerswilllikelylook

formeasurementthattracksifadsareserved

whileaTVisturnedoff.

Ad-freesubscriptionvideoviewinghasalso

challengedthesupplyandscaleofCTVadsand

increasedCPMs.However,thesesupply-related

challengesmaybealleviatedbyrecentincreased

viewershipofad-supportedstreamingservices.10

84%

80%

78%

ofmediaexpertsagreeCTVads

arevulnerabletoparticularlylow

ratesofviewability

ofmediaexpertsagreehigh

CPMsforCTVwillbeabarrier

forinvestment

ofmediaexpertsagreeCTV

supplyandscalewillbeamajor

challengeforadvertisers

Q.ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|19

MACHINELEARNING

TECHNOLOGY

84

learningthatcanclassify

multimediacontentwillbe

importanttoensurebrandsafetyindigitalvideo*ads

%

ofmediaexpertssaymachine

ADFREQUENCY

%

ofmediaexpertssayitwillbe

criticalforverificationplatformstohelpadvertisersavoidCTVad

frequencyoverload

77

CUTTING-EDGEMEASUREMENTTECHNOLOGYWILLBEKEY

TOENSURINGQUALITYONDIGITALVIDEO&CTV

ATTENTION

%

ofmediaexpertssaymeasuringattentiontodigitalvideo*willbeimportanttoevaluating

campaignperformance

85

Q.Thinkingaboutdigitalvideo(excludingCTV)inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTVinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowing

statements;*excludesCTV

THE2024INDUSTRYPULSEREPORT|20

21

04

DIGITAL

AUDIO

Mediaexpertsweighinonthe

expansionofdigitalaudioandits

impactsonmediaquality

DIGITALAUDIOADSPEND

RAMPSUP

Followinglisteners’habits,digitalaudioadspend

isexpectedtorise10.5%year-over-yearin2024

tosurpass$7.4billion.11

Morethanthree-in-fourmediaexpertsanticipatethatadsupporteddigitalaudiostreamingwill

growinpopularityamongconsumers,andnearly

seven-in-10expectaudiolistenerstocontinueto

shiftfromterrestrialradiotodigitalalternatives.

Q.Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

81%

78%

69%

ofmediaexpertssayadvertiser

investmentindigitalaudiowill

expandtomatchadoptionrates

amongconsumers

ofmediaexpertssayad

supporteddigitalaudio

streamingwillgrowinpopularity

amongconsumers

ofmediaexpertssayaudio

medialistenerswillcontinueto

shiftfromterrestrialradioto

digitalalternatives

THE2024INDUSTRYPULSEREPORT|22

ATTENTION

90

ofmediaexpertssaymeasuringattentiontoaudioadswillbe

importanttoevaluatecampaignperformance

%

BRANDRISK

72

ofmediaexpertssaybrandriskarounddigitalaudiostreaming

contentwillincreaseasadditionalinventorybecomesavailable

%

MEDIAQUALITYMEASUREMENTWILLBECRITICALTO

EVALUATEANDPROTECTDIGITALAUDIOADCAMPAIGNS

ADFRAUD

79%

ofmediaexpertssayadfraudwillbeagreaterconcernasthe

volumeofdigitalaudioinventorygrows

Q.Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT

23

74%

73%

ofmediaexpertssaythirdpartyverificationwillbeimportanttoensurethequalityofdigitalaudiostreaminginventory

ofmediaexpertssayitwillbeimportanttoimproveupondigitalaudioverificationcapabilitiestoensurethemeasurementofcontentdeliveredviadownload

INNOVATIVEMEASUREMENT

TECHNOLOGIESWILLBEESSENTIAL

FORDIGITALAUDIO

Nearlythree-in-fourmediaexpertsagreethatthirdpartyverificationwillbeimportanttoensurethequalityof

digitalaudiostreaminginventory.

Expandingmeasurementtechnologytoimprovedigitalaudiocapabilitieswillbekey—infact,morethan

seven-in-10industryexpertsreportaneedformediaqualityindownloadedcontent.

Q.Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|24

25

05

RETAIL

MEDIA

Mediaexpertsweighinonmediaquality

risks,privacy,andcontextualtargetingin

thisemergingenvironment

50%

84.97

40%

68.14

30%

55.13

45.15

24.7%

19.7%

23.2%

20%

22.5%

10%

0%

RETAILMEDIAADVERTISINGISSLATEDFORGROWTH

Retailmediaadvertisinghasseenexplosivegrowthinthepastfewyears,withadspendexpectedto

surpass$55billionin2024.12

Retailmedia’sgrowthhasnotcomewithout

challenges,however,suchaslackof

standardization,13consumerprivacy,andaneedforincreasedtransparencyaroundadperformance

andmediaquality.14

125

100

75

50

25

0

RETAILMEDIAADSPENDINGU.S.,2023-202715

106.12

24.9%

20232024202520262027

Billions%Change

THE2024INDUSTRYPULSEREPORT|26

MEDIAQUALITY

ASSURANCEWILLBE

CRITICALTORETAIL

MEDIACAMPAIGN

SUCCESS

Mediaexpertsontheimportanceofmediaquality

measurementswhenassessingretailmediacampaigns:

VIEWABILITY

84%

ATTENTION

73%

ADFRAUD

78%

BRANDRISK

40%

Q.Thinkingaboutretailmedianetworksinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|27

CONTEXTUALTARGETING

59

ofmediaexpertssaycontextualtargetingwillbecriticaltoachievecampaignKPIsonretailmedia

networkswithoutinfringingon

consumerprivacy

%

PRIVACYCONCERNS

73

%

ofmediaexpertssayprivacyconcernswillcontinuetolimitconsumertargetingonretailmedianetworks

CONTEXTUALTARGETINGCANHELPMARKETERSREACHCAMPAIGNGOALSWITHOUTINFRINGINGONCONSUMER

PRIVACYINRETAILMEDIANETWORKS

TRANSPARENCY

68

ofmediaexpertssayretailmedia

networkswillhavetoadopt

privacypracticeslike

transparencytomaintain

consumertrust

%

Q.Thinkingaboutretailmedianetworksinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements

THE2024INDUSTRYPULSEREPORT|28

29

06

PRIORITIZING

MEDIAQUALITY

Industryexpertsweighinonthe

importanceofmediaqualityand

drivingsuperiorresults

INDUSTRYEXPERTS’TOPMEDIAQUALITYPRIORITIESIN2024*

83%

80%

79%

79%

VIEWABILITY

BRANDRISK

MITIGATION

ATTENTION

CONTEXTUAL

TARGETING

VIEWABILITY

Viewabilityisthetoppriorityformediaexperts,including89%ofadtechrespondentsand85%ofbrands.

BRANDRISKMITIGATION

Brandriskmitigationcontinuestobeakeypriority,especiallyforbrands,with80%prioritizingthisinitiative.

ATTENTION

Drivingandmeasuringattentionisbecomingincreasinglyimportanttoensuresuccessfulcampaigns,with84%ofagenciesprioritizingattention.

CONTEXTUALTARGETING

Contextualtargetingremainsapriorityforcombattingconsumerprivacyissuesandcookiedeprecationwhiletargetingaudiencesatscale.

Q.Overthenext12months,whatlevelofprioritywillyourorganizationgivetothefollowingmediaqualityinitiativeswhen

buyingorsellingdigitaladvertising?*SeeAppendixTable1forfulldatabreakoutsbycompanytype

THE2024INDUSTRYPULSEREPORT|30

“

TARGETING

“Wearetryingtoincreaseouradsuccessbycurating[the]

environmentsweplaceouradsinto

trytoshowadstorelevant

prospects.”

C-LEVEL,BRAND

“

TRANSPARENCY

“Transparentadspendisagreatidea.Ithelpstobeextremely

confidentinhighpressure

evaluations.”

C-LEVEL,PUBLISHER

VOICEOFMEDIAEXPERTSON…

“

ATTENTION

"It’simportantasabrandtobe

authenticandinteresting,whilebeingabletoholdanaudience’sattention"

DIRECTOR,BRAND

THE2024INDUSTRYPULSEREPORT|31

Conversion

Rate

OBSERVATIONALSTUDY

VIEWABILITYDRIVESCONVERSIONS

InanobservationalstudyofIASTotalVisibilityTMimpressions,in-viewadsuplifted

conversionsby247%.

SAMPLE

IASTotalVisibilityTM

impressionsfromQ3

2023

APPROACH

IAScompared

conversionsandROI

acrossviewableand

notviewable

impressions

0.20%

0.15%

0.10%

0.05%

0.00%

0.06%

Notin-view

0.20%

In-view

247%

Liftinconversionsfor

in-viewadsversusthose

thatwerenotinview

THE2024INDUSTRYPULSEREPORT|32

ROI

$8.00

$7.09

$6.00

$4.00

$2.52

$2.00

$0.00

VIEWABILITYDRIVESCONVERSIONS

InthesameobservationalstudyofIAS

TotalVisibility

TMimpressions,viewabilityresultedina181%liftinROI,oranadditional$4.57returnoneverydollarspent.

SAMPLE

IASTotalVisibilityTM

impressionsfromQ3

2023

APPROACH

IAScompared

conversionsandROI

acrossviewableand

notviewable

impressions

In-view

Notin-view

OBSERVATIONALSTUDY

181%

LiftinROIforin-viewads

versusthosethatwere

notinview

$4.57

Returnoneverydollarspent

forin-viewadsversusthose

thatwerenotinview

THE2024INDUSTRYPULSEREPORT|33

ENVIRONMENTSMEDIA

EXPERTSPERCEIVEASMOST

VULNERABLETOBRANDRISK

Mediaexpertsareplanningtoprioritizesocial

mediain2024,buttheyalsoperceiveitasthe

environmentmostvulnerabletobrandrisk.

Mobile,digitaldisplay,andsearchenvironments

arealsoperceivedasespeciallyvulnerableto

brandrisk—butsocialmediamorethandoubles

allotherchannelsinthiscategory.

54%

25%

23%

22%

Q.Whichofthefollowingmediatypeswillbemostvulnerabletobrandriskinthenext12months?(Selectuptothree)

SOCIALMEDIA

MOBILE

DIGITALDISPLAY

SEARCH

THE2024INDUSTRYPULSEREPORT|34

2023

24%24%

Internetserviceproviders

WHOSHOULDBEINCONTROLOFBRANDRISKMITIGATIONEFFORTS?

21%

37%

35%

Brands

34%34%

Agencies

30%

29%

Publishers

31%

28%

Verificationtechnologyproviders

2024

26%

Demandside

platforms

24%

22%

Supplysideplatforms

BRANDRISK

ACCOUNTABILITY

Mediaexperts’perceptionofbrandrisk

accountabilityremainssharedacrossthesupplychain.Brandsandagenciesareseenasmost

responsibleformitigatingbrandrisk,withpublishersandverificationproviderstrailingclosebehind.

Marketerscanensurebrandsafetyand

suitabilitywithmeasurementandoptimizationsolutions,likeIAS’sContextControlAvoidanceandTargetingproducts.

Q.Thinkingaheadto2024,whoshouldbeincontrolofbrandriskmitigationeffortsacrossthedigitaladvertisingindustry?THE2024INDUSTRYPULSEREPORT

35

ENVIRONMENTSMEDIA

EXPERTSPERCEIVEASMOST

VULNERABLETOADFRAUD

Socialmediaalsostoodoutastheenvironment

mostvulnerabletoadfraud,withallother

environments,includingdigitaldisplay,mobile,

anddigitalvideo,followingfarbehind.

60%

29%

22%

22%

Q.Whichofthefollowingmediatypeswillbemostvulnerabletoadfraudinthenext12months?(Selectuptothree)

SOCIALMEDIA

DIGITALDISPLAY

MOBILE

DIGITALVIDEO

THE2024INDUSTRYPULSEREPORT|36

2023

Supplysideplatforms

WHOSHOULDBEINCONTROLOFADFRAUDMITIGATIONEFFORTS?

34%

32%

40%

Verificationtechnologyproviders

38%

Brands

29%29%

Publishers

27%

26%

Internetserviceproviders

2024

26%

24%

23%

21%

Demandsideplatforms

32%

21%

Agencies

ADFRAUD

ACCOUNTABILITY

Mediaexperts’perceptionofadfraud

accountabilityisshiftingtowardverificationprovidersandbrandsasthemostresponsible.

Agenciesinparticularhaveseenan11-pointdecreaseyear-over-yearinperceived

accountability,placingthemastheleast

responsiblegroupformitigatingadfraud.

Q.Thinkingaheadto2024,whoshouldbeincontrolofadfraudmitigationeffortsacrossthedigitaladvertisingindustry?

THE2024INDUSTRYPULSEREPORT|37

38

07

INVESTINGIN

RESPONSIBLE

MEDIA

Mediaexpertsontheimportanceof

responsiblemediainvestmentsanditsrole

inconsumertrust

MARKETERSAREINVESTINGIN

INTERNETSAFETYWITHRESPONSIBLE

MEDIAASSURANCE

74%

ofmediaexpertssaytheywillprioritizeresponsiblemediainvestmentwhen

buyingorsellingdigitaladvertisingoverthenext12months

55%

ofmediaexpertssayadvertiserswillneedtoberesponsibleforensuringthattheiraddollarssupport

responsiblemedia

Itwillbeincreasinglyimportantforadstobe

placedalongsidemediathatpromotes

environmentalsustainability,diversityand

inclusioninitiatives,trustworthyjournalism,

andotherresponsiblemediacontent.

Publishers(81%)andadtech(81%)aremost

bullishaboutprioritizingresponsiblemedia

investmentin2024.*

Q.Selectallthatapply;Overthenext12months,whatlevelofprioritywillyourorganizationgivetothefollowingmediaqualityinitiativeswhenbuyingorsellingdigitaladvertising?Thinkingaheadto2024,Whichofthefollowingstatementsdoyouagreewith?

*SeeAppendixTable2forfulldatabreakoutsbycompanytype

THE2024INDUSTRYPULSEREPORT|39

59

%

ofmediaexpertssaytheupcomingpresidentialelectionwillcreate

additionaladvertisingchallenges

surroundingmisinformationandfake

news

MARKETERSCANEXPECT

INCREASEDRISKOF

MISINFORMATION

SURROUNDINGTHE

UPCOMINGPRESIDENTIAL

ELECTION

Investinginmediathatpromotesresponsible

journalismcanmitigatenews-relatedbrandrisk.

Q.Thinkingaheadto2024,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply

THE2024INDUSTRYPULSEREPORT|40

DIVERSITY,EQUITY,AND

INCLUSION

61

ofpublisherssayreaching

diverseaudienceswillbeamajorfocusforbrandstoensurethe

inclusivityofadcampaigns*

%

MEDIAEXPERTSWILL

NEEDTOPROTECT

PRIVACYANDPROMOTE

INCLUSIVECAMPAIGNS

PRIVACY

%

ofmediaexpertssaypublishersandadvertiserswillneedtoadoptprivacy-centeredpracticesto

buildandmaintainconsumertrust

40

Q.Thinkingaheadto2024,whichofthefollowingstatementsdoyouagreewith?Selectallthatapply

*SeeAppendixTable3forfulldatabreakoutsbycompanytype

THE2024INDUSTRYPULSEREPORT|41

55

%

ofmediaexpertssaythirdparty

verification