In the first quarter of 2023, overall viewability across all formats was 73.7%. The Medium Rectangle in particular improved by 18.9 percentage points to 76.1%, but the Wideboard also improved by 16.3 percentage points to 73.6%. The half-page ad is above the 90 percent mark for the first time at 92.5%.
However, the Digital Ad Trust Report notes that this increase is primarily due to one publisher that used a new, recognized measurement tool.
Ad Fraud drops sharply by one-third to 0.37%
The Sophisticated Invalid Traffic (SIVT) ad fraud rate dropped significantly again in the first quarter and now stands at a new value of 0.37% across all channels.
Fire safety values drop to low level
The Brand Safety values collected by IAS are found at a very low level of 0.04%.