2024年行业脉搏报告之美国版（英）

December2023THE2024INDUSTRYPULSE

REPORTU.S.EDITIONSTUDY

DESIGN

ANDOBJECTIVESTHE2024INDUSTRY

PULSE

REPORTIntegral

Ad

Science(IAS)partneredwithYouGov

to

survey

U.S.FIELDDATESeptember2023digitalmediaexpertsfrom

boththebuy-

andsell-sidestounderstandtheirperspectivesonmediachallengeslyingaheadandopportunitiestheywillseekto

harnessin2024.PARTICIPATIONN=262

U.S.digitalmediaexpertswhouseprogrammaticInthisannualreport,

we

highlightthekey

trendsthatareexpectedto

shapethedigitaladvertisingindustryinthenextyear,

alongsideanobservationalstudyof

IAS

datato

showcasehowmediaqualitydrivessuperiorresults.advertising■■■■Ad

Tech

(n=53)Brands(n=75)Agencies(n=78)Publishers(n=56)THE2024INDUSTRY

PULSEREPORT

|2INTRODUCTIONAstheyearwindsdownandtheindustryreflects

onthepastyear,

IAS

conducteditsannualIndustryPulseReport

todeepdiveintothetrendsandtechnologiesthatwillshape2024.

Lookingbackon2023,theyearstartedoutwithstrongmacroeconomicheadwindsandareturn

to

pre-pandemiclevelsof

digitalmediaconsumptionandadspendgrowth.

As2023comesto

anend,theindustryhasreboundedandisslatedto

endonahighnote,withaforecasted3.8%

growth

inoverall

U.S.mediaadspend.1WHAT’S

NEXTIN2024?Industryexpertsare

followingconsumerbehaviorto

prepare

for

next

year.

Marketers

planto

investin

well-establishedenvironmentsthatare

rife

withinnovativepotential,like

socialmediaanddigitalvideo,whilealsobuildingouttheiradvertisingstrategiesto

includeemergingadgiants,suchasretail

medianetworks.2024alsobringstwohigh-trafficmediaeventsintothemix—theSummerOlympicsandapresidentialelection.Itwillbecriticalfor

marketers

to

considerhowtheseeventsmayimpactrisks

to

mediaqualityandprotect

theircampaignsaccordingly.

Investinginmediaqualityandprioritizingbrandsafetycanbekey

ways

for

marketers

to

protect

adcampaignsfrom

theuncertaintiesthatthesemassiveeventsmaybringto

thedigitalmedialandscape.THE2024INDUSTRY

PULSEREPORT

|3TABLE

OF

CONTENTS01

02

03

04

052024INDUSTRYPRIORITIESPROPRIETARYPLATFORMSDIGITALVIDEO&

CTVDIGITALAUDIORETAILMEDIA06

07

08

09

10MEDIA

QUALITYPRIORITIESRESPONSIBLEMEDIAKEYTAKEAWAYSABOUTIASAPPENDIXTHE2024INDUSTRY

PULSEREPORT

|4012024INDUSTRYPRIORITIESIndustryexperts

weighinontheirmediaprioritiesandthechallengesandopportunitiesahead5TOPMEDIA

PRIORITIES

IN202467%37%29%26%SOCIAL

MEDIASOCIAL

MEDIATopping

theranks

of

priorities,mediaexpertsforesee

bothchallengesandinnovativepotentialfor

socialmediain2024astimespentwithsocialmediareachesaplateau.2DIGITAL

VIDEO*DIGITAL

VIDEONearlyfour-in-10

mediaexpertsplanto

prioritizedigitalvideoandCTV

asconsumptionof

theformatcontinuesto

grow,

partlyduetothepopulardigitalenvironments,like

socialmedia,supportingvideomore

thaneverbefore.DIGITAL

DISPLAYMOBILEDIGITAL

DISPLAY

ANDMOBILEDigitaldisplayandmobileremainkey

prioritiesfor

more

thanoneinfour

mediaexpertsasthesewell-establishedenvironmentscontinueto

deliverreachandscale.Q.

Whichof

thefollowingdevices,environments,orformatswillbeatoppriorityfor

yourorganizationinthenext12months?(selectupto

three)

*includesCTVTHE2024INDUSTRY

PULSEREPORT

|6TOP

ANTICIPATED

MEDIA

CHALLENGES:BUY-SIDE

&

AD

TECH*Ads

deliveringalongsideriskycontentor28%misinformationContextualconcernsrank

amongthetopDecreasedaccessto27%predicteddigitalmediachallengesin2024forbuyers

andtechvendors,withadsdeliveredalongsiderisky

contentasthetopconcern.Mediaexpertsare

almostequallyconcernedaboutdecreasingaccessto

consumerdataandcookiesaswellasassessingcampaignresults.consumerdata/cookiesAssessmentofcampaignresults26%Difficultyorconfusionbuying/sellingprogrammaticmedia24%Contextualtargeting21%Whileviewabilityisstillachallengefor

nearlyone-in-fivemediaexperts,itslowerpositionrelativeto

otherconcernsspeaksto

theincreasingsophisticationof

mediaqualitymeasurement.Advertisingadjacenttopoliticalcontentorelectioncoverage21%Ad

fraud20%Poorviewabilitylevels19%Q.

Whichof

thefollowingwillbemajordigitalmediachallengesfor

yourorganizationinthenext12months?(Selectupto

three)*IncludesbrandsandagenciesTHE2024INDUSTRY

PULSEREPORT

|7TOP

ANTICIPATED

MEDIA

CHALLENGES:PUBLISHERSAds

deliveringalongsideriskycontentorfake

news29%29%Thesell-sideisalignedwithbuyers

andtechvendorsonadjacencyto

risky

contentormisinformationasthetopmediachallenge.

ThisMaximizingyieldchallengelikelystandsoutfor

bothgroupsduetoriskof

inaccurateorrisky

contentsurroundingthe2024presidentialelection.Decreasedaccesstoconsumerdata/cookies27%Monetizingwith/withoutsocialplatforms24%Nearlythree-in-10publishersalsoidentifymaximizingyieldasatopchallenge,highlightingtheimportanceof

resultsthatcouldbethreatenedbyadsdeliveredalongsiderisky

content.

Inaddition,similarlyto

buyers

andadtech,more

thanone-in-fourpublishersanticipatechallengeswithdecreasedaccessto

consumerdata.ContextualtargetingPoorviewabilitylevels22%20%Advertisingadjacenttopoliticalcontent19%Providingscaledaudienceextension19%Q.

Whichof

thefollowingwillbemajordigitalmediachallengesfor

yourorganizationinthenext12months?(Selectupto

three)THE2024INDUSTRY

PULSEREPORT

|8CHALLENGESBY

MEDIA

TYPE47%Mediaexpertsthinksocialmediaanddigitalvideowillface

seriouschallengesin2024—thesamemediatypesthattheywillbeprioritizing.38%Transparency

andconsumertrustwillbecriticalfor

marketers

to

tapintowhilemediaqualityrisksmayriseindigitalvideoasinventorygrows.24%23%23%20%20%Nearlyone-in-fourmediaexpertsagreethat

retailmedianetworks

mayface

growing

painsasindustryexpertsnavigatemediaqualitymeasurement,contextualtargeting,andprivacyconcernsinthisincreasinglyimportantformat.3Socialmedia

Digitalvideo*Linear

TVDigitaldisplay/imageRetailmedia

DigitalaudionetworksMobileQ.

Inyouropinion,whichof

thefollowingmediatypeswillfaceseriouschallengesacrossthemediaindustryinthenext12months?(Selectupto

three)*includesCTVTHE2024INDUSTRY

PULSEREPORT

|9POTENTIAL

FOR

INNOVATION

BY

MEDIA

TYPE50%Althoughmediaexpertsexpectsocialmediaanddigitalvideoto

face

challenges,theyalsoanticipate41%theseformats

to

experiencethemostinnovation.35%Socialmediamayseeinnovationsurroundinghigh-trafficfeatures,like

socialshoppingandsocialsearch.428%23%18%EnhancementsindigitalvideoandCTV,

like

theriseof

machine-learningmultimediaclassificationtechnology,willlikelyshapeinnovationinthesespaces.Socialmedia

Digitalvideo*MobileGamingDigitaldisplaySearchQ.

Inyouropinion,whichof

thefollowingmediatypesholdthemostpotentialfor

innovationandopportunityacrossthemediaindustryinthenext12months?(Selectupto

three)*includesCTVTHE2024INDUSTRY

PULSEREPORT

|

1002PROPRIETARYPLATFORMSAsengagementinproprietaryplatforms

plateaus,mediaexpertsweighinonqualityassuranceandopportunitiesfor

growth11THEEVOLVING

LANDSCAPE

OF

SOCIAL

MEDIASocialmediaisanadvertisingessential,with

91%ofmediaexpertsplanningto

monetizecontentanddriveROI

from

socialplatforms.Theformat,however,

maybeshiftingtoward

engagementsaturation.In2023,averagetimespentonsocialnetworks

plateauedatabout107

minutesperday,2andGenZcaughtupto

Millennialsinsocialmedianetworkuse.5AVERAGE

TIMESPENT

PERD

AY

ONSOCIALNETWORKS

BYU.S.ADULTUSERS,2019-20252108.6108.1107.4105.2100.695.982.5Withoutthecontinuedpromiseof

growth

intimespentornewusers,marketers

are

turningto

videoads,socialshopping,andprioritizingmediaqualityto

capture

csocialadcampaigns.2019202020212022202320242025THE2024INDUSTRY

PULSEREPORT

|

12INSUFFICIENT

TRANSPARENCY

ANDCONSUMER

TRUSTWILL

NEGATIVELY

IMPACT

AD

SPENDTRANSPARENCYTRUST6668%%of

mediaexpertssaythatinsufficienttransparencyintomediaqualitymetricswithinproprietary

platforms

willnegativelyimpactmediaspendof

mediaexpertssaythaterodingconsumertrustinmajorproprietary

platforms

willnegativelytheirimpactmediaspendQ.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

13MEDIA

QUALITY

IS

KEY

TO

HEALTHY

SOCIAL

CAMPAIGNS

—AND

THE2024ELECTION

MAY

INCREASE

RISKVIEWABILITYATTENTIONELECTIONBRAND

RISK82%77%69%of

mediaexpertsbelievethatmeasurproprietary

platformadswillbeimportantto

evaluatecampaignsof

mediaexpertssaytherewillbeincreasedriskof

adadjacencytofake

newsandmisinformationleadingupto

the2024electionof

mediaexpertsbelievethatviewabilityisanimportantmetricwhenassessingsocialcampaignsQ.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

14MEDIA

EXPERTS

FORESEE

GROWTH

INSOCIALSHOPPING

ANDVIDEOSHOPPINGVIDEO86%83of

mediaexpertsagreetheacceleratedconsumptionofsocialvideowillcontinuetodrive%programmaticvideoadspendof

mediaexpertsagreesocialshoppingtrafficwillcontinueto

increaseSocialvideoviewingisexpectedto

accountfor

59%of

socialnetworkactivitiesin2024.7

Plus,morethanfour-in-five

mediaexpertsagreethatsocialvideoconsumptionwillcontinueto

driveSocialshoppingisontherise,withanexpected24%year-over-year

growth

in2024,6

representinganadvertisingopportunityinanenvironmentwhereconsumersare

increasinglyprimedto

purchase.programmaticadspendin2024.Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatements:Thinkingaboutdigitalvideo(excludingCTV)

inthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatements:THE2024INDUSTRY

PULSEREPORT

|

1503DIGITAL

VIDEO&

CTVAsdigitalvideoandCTV

viewers,adinventory,

andadspendcontinuetorise,mediaexperts

discusspotentialchallengesto

mediaquality16VIDEO

AD

SPENDIS

SHIFTING8479%Mediaexpertsagreethataddollarswillcontinuetofollowtheconsumertoward

CTV

andvideoformats.WhileCTV’s

explosivegrowth

islevelingout,

timespentwithdigitalvideoonCTV

willriseanexpected7.4%

in2024.

Meanwhile,linear

TV

consumptionandadspendwillcontinueto

decline.8of

mediaexpertsagreetheshiftinadspendfromlinear

TV

to

CTV

willaccelerateDigitalvideoconsumptioncontinuesto

risewith4.9%growth

expectedin2024asprogrammaticadspendingisprimedto

bedrivenby

video.9of

mediaexpertsagreetheshiftinadspendfrom

programmaticdisplayto

programmaticvideowillaccelerate%Q.Thinkingaboutdigitalvideo(excludingCTV)

inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTV

inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

17AS

DIGITAL

VIDEO

ANDCTV

INVENTORYGROWS,

SOWILL

RISKS

TO

MEDIA

QUALITYAd

fraud

andbrandriskchallengesinparticularare

becomingincreasinglyindistinguishablebetweendigitalvideoandCTV.DIGITAL

VIDEOCTV82

75%%of

mediaexpertsagreeadfraud

willbeagreaterconcernasthevolumeofdigitalvideoandCTVinventoryincreasesA

sizablemajorityof

mediaexpertsseeincreasedadfraud

andbrandriskasgreaterconcernsfor

digitalvideoandCTV

formats

asinventorygrows.DIGITAL

VIDEOCTV75%73of

mediaexpertsagreebrandriskwillbeagreaterconcernasthevolumeof

digitalvideoandCTV

inventoryincreases%Q.

.

Thinkingaboutdigitalvideo(excludingCTV)

inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTV

inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

18CTV

WILL

FAC

EUNIQUECHALLENGES848078%of

mediaexpertsagreeCTV

adsare

vulnerableto

particularlylowrates

of

viewabilityCTV

adswillface

challengesasmediaexpertsagreethattheformatisvulnerableto

lowviewabilityrates.

In2024,

marketers

willlikely

lookfor

measurementthattracks

ifadsare

servedwhilea

TV

isturnedoff.of

mediaexpertsagreehighCPMsfor

CTV

willbeabarrierfor

investment%Ad-free

subscriptionvideoviewinghasalsochallengedthesupplyandscaleof

CTV

adsandincreasedCPMs.However,

thesesupply-relatedchallengesmaybealleviatedby

recent

increasedviewershipof

ad-supportedstreamingservices.10of

mediaexpertsagreeCTVsupplyandscalewillbeamajorchallengefor

advertisers%Q.ThinkingaboutCTV

inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

19CUTTING-EDGE

MEASUREMENT

TECHNOLOGY

WILL

BEKEYTO

ENSURINGQUALITY

ONDIGITAL

VIDEO&

CTVATTENTIONMACHINE

LEARNINGAD

FREQUENCY85%84%77%TECHNOLOGYof

mediaexpertssaymachinelearningthatcanclassifymultimediacontentwillbeimportantto

ensurebrandsafetyindigitalvideo*

adsof

mediaexpertssayitwillbecriticalfor

verificationplatformstohelpadvertisersavoidCTV

adfrequencyoverloadof

mediaexpertssaymeasuring*

willbeimportantto

evaluatingcampaignperformanceQ.Thinkingaboutdigitalvideo(excludingCTV)

inthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatements;ThinkingaboutCTV

inthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatements;*excludesCTVTHE2024INDUSTRY

PULSEREPORT

|

2004DIGITALAUDIOMediaexperts

weighinontheexpansionof

digitalaudioanditsimpactsonmediaquality21DIGITAL

AUDIO

AD

SPENDRAMPS

UP8178%%of

mediaexpertssayadvertiserinvestmentindigitalaudiowillexpandto

matchadoptionratesamongconsumersFollowinglisteners’habits,digitalaudioadspendisexpectedto

rise10.5%year-over-year

in2024to

surpass$7.4

billion.11More

thanthree-in-fourmediaexpertsanticipatethatadsupporteddigitalaudiostreamingwillgrow

inpopularityamongconsumers,andnearlyseven-in-10expectaudiolistenersto

continuetoshiftfrom

terrestrialradioto

digitalalternatives.of

mediaexpertssayadsupporteddigitalaudiostreamingwillgrow

inpopularityamongconsumers69%of

mediaexpertssayaudiomedialistenerswillcontinuetoshiftfrom

terrestrialradiotodigitalalternativesQ.

Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

22MEDIA

QUALITY

MEASUREMENT

WILL

BECRITICAL

TOEVALUATE

ANDPROTECT

DIGITAL

AUDIO

AD

CAMPAIGNSATTENTIONAD

FRAUDBRAND

RISK90%79%72%of

mediaexpertssaymeasuringof

mediaexpertssayadfraud

willbeagreaterconcernasthevolumeof

digitalaudioinventorygrowsof

mediaexpertssaybrandriskarounddigitalaudiostreamingcontentwillincreaseasadditionalinventorybecomesavailableimportantto

evaluatecampaignperformanceQ.

Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

23INNOVATIVE

MEASUREMENTTECHNOLOGIES

WILL

BEESSENTIALFOR

DIGITAL

AUDIO74%of

mediaexpertssaythirdpartyverificationwillbeimportanttoensurethequalityof

digitalaudiostreaminginventoryNearlythree-in-fourmediaexpertsagreethatthird

partyverificationwillbeimportantto

ensurethequalityofdigitalaudiostreaminginventory.Expandingmeasurementtechnologyto

improve

digitalaudiocapabilitieswillbekey

—infact,

more

thanseven-in-10industryexpertsreport

aneedfor

media73%of

mediaexpertssayitwillbeimportantto

improve

upondigitalaudioverificationcapabilitiesto

ensurethemeasurement

ofcontentdeliveredviadownloadqualityindownloadedcontent.Q.

Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|2405RETAILMEDIAMediaexperts

weighinonmediaqualityrisks,

privacy,

andcontextualtargeting

inthisemergingenvironment25RETAIL

MEDIA

ADVERTISING

IS

SLATED

FORGROWTHRetail

mediaadvertisinghasseenexplosivegrowthinthepastfew

years,

withadspendexpectedtosurpass$55billionin2024.12RETAIL

MEDIA

ADSPENDINGU.S.,2023-20271512510075106.12Retail

media’s

growth

hasnotcomewithoutchallenges,however,

suchaslackofstandardization,13consumerprivacy,

andaneedforincreasedtransparencyaroundadperformanceandmediaquality.1450%40%30%20%10%0%84.9768.1455.1345.15502524.9%24.7%23.2%22.5%19.7%020232024202520262027Billions%ChangeTHE2024INDUSTRY

PULSEREPORT

|

26Mediaexpertsontheimportanceof

mediaqualitymeasurementswhenassessingretail

mediacampaigns:VIEWABILITYAD

FRAUD84%

78%MEDIA

QUALITYASSURANCE

WILL

BECRITICAL

TO

RETAILMEDIA

CAMPAIGNSUCCESSATTENTIONBRAND

RISK73%

40%THE2024INDUSTRY

PULSEREPORT

|

27Q.Thinkingaboutretailmedianetworksinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsCONTEXTUAL

TARGETING

CAN

HELP

MARKETERS

REACHCAMPAIGN

GOALS

WITHOUT

INFRINGINGONCONSUMERPRI

VACY

INRETAIL

MEDIA

NETWORKSPRIVACYCONCERNSTRANSPARENCYCONTEXTUAL

TARGETING73%68%59%of

mediaexpertssayprivacyconcernswillcontinueto

limitconsumertargetingonretailmedianetworksof

mediaexpertssayretail

medianetworks

willhaveto

adoptprivacypracticesliketransparencyto

maintainconsumertrustof

mediaexpertssaycontextualtargetingwillbecriticalto

achievecampaignKPIsonretail

medianetworks

withoutinfringingonconsumerprivacyQ.Thinkingaboutretailmedianetworksinthenext12months,pleaseindicatewhetheryou

agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY

PULSEREPORT

|

2806PRIORITIZINGMEDIA

QUALITYIndustryexperts

weighinontheimportanceof

mediaqualityanddrivingsuperiorresults29INDUSTRY

EXPERTS’

TO

P

MEDIA

QUALITY

PRIORITIES

IN2024*83%80%79%79%VIEWABILITYVIEWABILITYViewabilityisthetoppriorityfor

mediaexperts,including89%of

adtechrespondentsand85%of

brands.BRAND

RISKMITIGATIONBRAND

RISK

MITIGATIONBrandriskmitigationcontinuesto

beakey

priority,

especiallyfor

brands,with80%prioritizingthisinitiative.ATTENTIONDrivingandmeasurensuresuccessfulcampaigns,with84%of

agenciespriorATTENTIONCONTEXTUAL

TARGETINGContextualtargetingremainsapriorityfor

cissuesandcookiedeprecationwhiletargetingaudiencesatscale.CONTEXTUALTARGETINGQ.

Overthenext12months,whatlevelof

prioritywillyourorganizationgiveto

thefollowingmediaqualityinitiativeswhenbuyingorsellingdigitaladvertising?*See

Appendix

Table

1for

fulldatabreakoutsby

companytypeTHE2024INDUSTRY

PULSEREPORT

|

30VOICE

OF

MEDIA

EXPERTS

ON…““TARGETING“TRANSPARENCYATTENTION“We

are

tryingto

increaseouradsuccessby

curating[the]environmentswe

placeouradsintotry

to

showadsto

relevantprospects.”“Transparent

adspendisagreatidea.Ithelpsto

beextremelyconfidentinhighpressureevaluations.”"It’s

importantasabrandto

beauthenticandinteresting,while

beingableto

holdanaudience’C-LEVEL,

BRANDC-LEVEL,

PUBLISHERDIRECTOR,

BRANDTHE2024INDUSTRY

PULSEREPORT

|

31VIEWABILITY

DRIVES

CONVERSIONSOBSERVATIONAL

STUDYInanobservationalstudyof

IAS

Total

VisibilityTM

impressions,in-viewadsupliftedconversionsby

247%.0.20%0.20%SAMPLEIAS

Total

VisibilityTMimpressionsfrom

Q32023247%Lift

inconversionsforin-viewadsversus

thosethatwere

notinview0.15%0.10%0.05%0.00%APPROACHIAS

comparedconversionsandROIacrossviewableandnotviewable0.06%impressionsNotin-viewIn-viewTHE2024INDUSTRY

PULSEREPORT

|

32VIEWABILITY

DRIVES

CONVERSIONSOBSERVATIONAL

STUDYInthesameobservationalstudyof

IAS

Total

VisibilityTM

impressions,viewabilityresultedina181%lift

inROI,

oranadditional$4.57

return

onevery

dollarspent.181%Lift

inROI

for

in-viewadsversus

thosethatwerenotinview$8.00SAMPLEIAS

Total

VisibilityTMimpressionsfrom

Q3$7.09$6.00$4.00$2.00$0.002023APPROACHIAS

comparedconversionsandROIacrossviewableandnotviewable$4.57Return

onevery

dollarspentfor

in-viewadsversus

thosethatwere

notinview$2.52impressionsNotin-viewIn-viewTHE2024INDUSTRY

PULSEREPORT

|

33ENVIRONMENTS

MEDIAEXPERTS

PERCEIVE

AS

MOSTVULNERABLE

TO

BRAND

RISK542523%%SOCIAL

MEDIAMediaexpertsare

planningto

prioritizesocialmediain2024,

buttheyalsoperceiveitastheenvironmentmostvulnerableto

brandrisk.MOBILE%Mobile,digitaldisplay,

andsearchenvironmentsare

alsoperceivedasespeciallyvulnerabletobrandrisk—butsocialmediamore

thandoublesallotherchannelsinthiscategory.DIGITAL

DISPLAYSEARCH22%THE2024INDUSTRY

PULSEREPORT

|34Q.

Whichof

thefollowingmediatypeswillbemostvulnerableto

brandrisk

inthenext12months?(Selectupto

three)BRAND

RISKACCOUNTABILITYWHOSHOULDBEINCONTROLOFBRAND

RISK

MITIGATION

EFFORTS?Mediaexperts’perceptionof

brandriskaccountabilityremainssharedacrossthesupplychain.Brandsandagenciesare

seenasmostresponsiblefor

mitigatingbrandrisk,withpublishersandverificationproviders

trailingclosebehind.37%2023202435%34%

34%31%30%29%28%26%Marketers

canensurebrandsafetyandsuitabilitywithmeasurementandoptimizationsolutions,like

IAS’s

Context

Control

Avoidanceand

Targeting

products.24%24%24%22%21%BrandsAgenciesPublishersVerificationtechnologyprovidersDemandside

Internetservice

Supplysideplatforms

providers

platformsQ.Thinkingaheadto

2024,whoshouldbeincontrolof

brandriskmitigationeffortsacrossthedigitaladvertisingindustry?THE2024INDUSTRY

PULSEREPORT

|

35ENVIRONMENTS

MEDIAEXPERTS

PERCEIVE

AS

MOSTVULNERABLE

TO

AD

FRAUD6029%SOCIAL

MEDIASocialmediaalsostoodoutastheenvironmentmostvulnerableto

adfraud,

withallotherenvironments,includingdigitaldisplay,

mobile,anddigitalvideo,followingfar

behind.DIGITAL

DISPLAYMOBILE%22%22%DIGITAL

VIDEOTHE2024INDUSTRY

PULSEREPORT

|

36Q.

Whichof

thefollowingmediatypeswillbemostvulnerableto

adfraudinthenext12months?(Selectupto

three)AD

FRAUDACCOUNTABILITYWHOSHOULDBEINCONTROLOF

ADFRAUD

MITIGATION

EFFORTS?40%Mediaexperts’perceptionof

adfraud38%accountabilityisshiftingtoward

verificationproviders

andbrandsasthemostresponsible.2023202434%32%32%Agenciesinparticularhaveseenan11-pointdecreaseyear-over-year

inperceivedaccountability,placingthemastheleastresponsiblegroupfor

mitigatingadfraud.29%

29%27%26%26%24%23%21%21%VerificationtechnologyprovidersBrandsPublishersInternetservice

Supplysideproviders

platformsDemandsideplatformsAgenciesQ.Thinkingaheadto

2024,whoshouldbeincontrolof

abdr

afnrda

urdiskmmitigtiagtai

otino

ne

ffe

ffo

rotrst

sacarcorsoss

sthteh

ed

idgiigtaitlaal

davdevretristisnign

ginidnudsutsrtyr?y?THE2024INDUSTRY

PULSEREPORT

|

3707INVESTING

INRESPONSIBLEMEDIAMediaexperts

ontheimportanceofresponsiblemediainvestmentsandits

roleinconsumertrust38MARKETERS

ARE

INVESTING

ININTERNET

SAFETY

WITH

RESPONSIBLEMEDIA

ASSURANCEItwillbeincreasinglyimportantfor

adsto

be74of

mediaexpertssaytheywillprioritizeresponsiblemediainvestmentwhenbuyingorsellingdigitaladvertisingoverthenext

12months%55of

mediaexpertssayadvertiserswillneedto

beresponsiblefor

ensuringthattheiraddollarssupportresponsiblemedia%placedalongsidemediathatpromotesenvironmentalsustainability,diversityandinclusioninitiatives,trustworthyjournalism,andotherresponsiblemediacontent.Publishers(81%)andadtech(81%)are

mostbullishaboutprioritizingresponsiblemediainvestmentin2024.*Q.

Selectallthatapply;Overthenext12months,whatlevelof

prioritywillyourorganizationgiveto

thefollowingmediaqualityinitiativeswhenbuyingorsellingdigitaladvertising?Thinkingahead