Observed Signal · Jul 10, 2026 · Report Release · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Advertising Quality Market: IAS Releases 21st Media Quality Report
Integral Ad Science (IAS) published the 21st edition of its Media Quality Report (MQR), analyzing over 300 billion daily digital interactions to provide open-internet benchmarks and channel-specific insights. Key findings: video viewability (79.7%) outperforms display (67.9%) by 11.8 percentage points; attention-focused video campaigns show large lifts in attention scores, lower cost-per-click, and strong household-level sales impact; mobile web display accounts for a large share of impressions but concentrates media waste and Made-for-Advertising (MFA) impressions; and green-certified campaigns (measured with IAS and Good-Loop) correlate with higher quality impression rates. The report underscores the need for proactive, AI-driven optimization to reduce synthetic/AI-generated noise and transform media quality into measurable performance gains.
Provides fresh, large-scale benchmarks and actionable media-quality metrics (viewability, attention, MFA concentration, sustainability) that inform media buying and optimization strategies across video, mobile, and social.
Key Takeaways & Evidence Grounding
- Integral Ad Science (IAS) released the 21st Edition of its Media Quality Report (MQR).
- The MQR analyzes over 300 billion daily digital interactions to produce open-internet benchmarks and channel-specific insights.
- Global video viewability reached 79.7%, outperforming display viewability (67.9%) by 11.8 percentage points.
- Mobile web display accounted for 45.1% of impressions but drove 54.9% of brand suitability violations, 71.5% of global ad clutter, and 71.9% of all Made-for-Advertising (MFA) impressions; the MFA rate on mobile web is four times higher than on desktop.
- Green-certified campaigns measured with IAS and Good-Loop saw quality lifts (EMEA: +3.9 percentage points overall; Travel & Entertainment vertical: +8.7 percentage points).
Connected Companies & Entities
5 Entities mappedIntegral Ad Science
Adtech platform for media quality measurement and verification.
“Integral Ad Science (IAS), a leading global platform connecting AI-powered media quality to real business outcomes, released its 21st Editio...”
Business Wire
Global press release distribution and investor disclosure services.
“Author: Business Wire...”
Good-Loop
Purpose-led adtech linking media performance, donations and carbon measurement.
“The data shows that advertisers who actively measured and reduced carbon emissions in their digital campaigns using IAS and Good-Loop achiev...”
Wayvia
Retail intelligence and shoppable media software for brands and retailers.
“Marketing Technology News: MarTech Interview with Theresa Pham, Head of Product @ Wayvia...”
MarTech Series
B2B martech publisher with demand generation services.
“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
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