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Report: Mobile ad fraud in UK remains low

May 11, 2023

Integral Ad Science (IAS), a global player in digital media quality, has released its 2022 Media Quality Report, which found that mobile phone ad fraud in the UK maintained its low rate of 0.22 per cent, the same as 2021. Worldwide mobile ad fraud rates were essentially unchanged, down 0.01 percentage points, declining from 0.4 per cent in 2021 to 0.39 per cent in 2022.

Fraud in the UK remained low thanks to marketers deploying sophisticated anti-fraud techniques, including AI and optimisation strategies to ensure their ads reach real people.

In this 18th edition of its Media Quality Report, IAS’s Research team analysed hundreds of billions of global data events at the impression level in 2022, creating important insights into the performance and quality of digital media worldwide.

“Data drives the advertising industry and IAS’s Media Quality Report provides the benchmarks that power decisions made by marketers in the UK and worldwide,” said Csaba Szabo EMEA Managing Director, IAS. “The Media Quality Report serves as a compass throughout the year, enabling marketers to maximise their ROI and stay ahead of the curve. IAS’s Research team is the best in the industry and serves as a significant source of insight for our customers.”

The research also found that adoption of Quality Path Optimisation (QPO), which identifies cost-efficient supply paths to quality inventory, surged globally in 2022. The number of ad buyers who have adopted QPO climbed by 533 per cent worldwide over the course of the year. Optimised supply paths in 2022 had an 84 per cent quality rate worldwide and drove conversions at a 25 per cent lower cost per conversion, compared with non-optimised paths.

Categories: Advertising, Articles, Mobile, Research

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