The latest data shows that brand risk increased across many media environments with desktop display rising 3.2 percentage points from H2 2019.
Video formats saw brand risk jump to 6.7%, while web video hit 8%.
According to Nick Morley, EMEA Managing Director at Integral Ad Science, the rise is due in part to “political and societal movements [driving] greater risk in online content.”
“Rather than a blanket approach to blocking online content, brands looking to navigate the ever-evolving digital environment should take a nuanced approach, considering the context and sentiment of the content alongside which they advertise. For example, not all pandemic-related content is negative or harmful to a brand, so advertisers needn’t miss out on opportunities to interact with engaged audiences by inadvertently blocking high-quality, contextually suitable publisher inventory.”
Hate speech saw some of the highest share in risk across all inventory with desktop video rising from 0.6% to 16.5%.
Adult content posed a risk of 15.1% on mobile web display.
The violence category rose to 21.3% in H2 2020 but brand risk in the category decreased on mobile web video as improvements were made (down from 40.2% in H2 2019 to 27.3% in 2020).
The report also notes that anti-fraud technologies are having an effect on reduced ad fraud levels across digital inventory in the UK.
Viewability within mobile apps jumped to 72.9% which means that advertisers are standing a higher chance for consumers to see their ads on mobile.
Because consumers are spending more time on mobile web and apps, advertisers are getting a better opportunity to engage with them online.