RadiumOne Proves Its Market Leadership in Ad Fraud, Viewability and Brand Safety
One of the most important questions any brand marketer can ask of their campaigns is whether their ads are actually seen by real people in acceptable environments. On the surface, it’s a simple question, but at its heart is actually three different campaign qualifications: advertising fraud, viewability and brand safety.
Fortunately, all three of these attributes are directly measurable and quantifiable. Integral Ad Science (IAS), an advertising technology and data company, exists in part to help brands and ad agencies throughout the world score the degree of brand safety, fraud and viewability in digital ad campaigns. IAS recently issued a report on RadiumOne’s performance for all three factors, finding that we crushed programmatic industry averages across the board. In fact, we outpaced the industry by over 30% for fraud, 64% for video viewability and 29% for brand safety.
IAS defines ad fraud as any deliberate activity that prevents ads from being served to human users. Basically, advertisers want to know whether their ads are being seen by real people as opposed to ‘bots’ or other types of malicious programs. RadiumOne’s fraud rate, as measured by IAS, was just 3.4%, which was less than half of the 8.3% average fraud rate seen for all programmatic advertising vendors.
Viewability is the measure of whether an ad truly has the chance to be seen by a consumer, as opposed to only a portion of an ad being shown, in the case of a display ad, or just the blip of a video ad. The IAB calls for desktop display ads to be considered viewable if 50% of their pixels are in view for a minimum of one second; for video ads that standard is 50% for 2 seconds. IAS measured RadiumOne’s average in-view rate at 53% for video and 57% for banners, coming in 64% and 10% higher than the 32% and 52% in-view rates, respectively, reported for other programmatic vendors.
Brand safety is a measure of the suitability of publisher content for advertising campaigns and whether ads are being being run in environments free of pornography, offensive language, violence, gambling and other inappropriate content. Only 1% of impressions served by RadiumOne were characterized as ‘high to very high risk’ — a full 30% lower than the 1.4% for other programmatic vendors.
What It Means for Advertisers
How was RadiumOne able to outperform the competition by such a wide margin for these three important metrics? It all comes down to our focus on “Consumer-Powered Marketing.”
Our low fraud rate validates our claim that we find humans to view our clients’ ads better than our competition, and that we are more effective at weeding out bots and malicious software programs. The brand safety data suggests that we work with only the highest quality publishing partners, and the viewability data proves that we help our clients actually get their ads seen by real people more often than our competition does.
We encourage all brands, agencies and media buyers to ask their vendors how they stack up against RadiumOne in the areas of fraud, viewability and brand safety. Start by asking if your partners have been verified by IAS, and if the answer is no, ask why not. Vendors who are unwilling or unable to provide unbiased, third-party reports like these should be looked at very skeptically.
As a good rule of thumb, all advertisers should seek out ad platform vendors that have figured out how to use experience, technology and data to make highly accurate predictions about media quality — and who have the results to prove it like we do.