Malicious, disruptive and in-banner video ads at lowest rate since 2018

Anne Freier

In Mobile Advertising. August 19, 2019

Malicious ads dropped 0.39% during the first quarter 2019 and 0.25% in the second quarter of the year, marking their lowest rate since Q1 2018.

According to research by Confiant released today, in-banner video ads dropped to 0.1% of impressions in Q2, down from 0.45% in Q1. The factors underlying these trends include the adoption of ads.txt globally as well as increased vigilance by SSPs when it comes to ad quality issues.

Adoption of creative-verification solutions and industry solutions such as TAG’s Certified Against Malware programme may be finally having an effect.

However, the results don’t spell an end to malicious ads. One in every 200 impressions had quality issues equating to 5 billion programmatic impressions per month.

The latest report also noted that malicious activity was higher on weekends. Impressions served on Sunday were 3x more likely to deliver a malicious payload than on Thursday.

Long holiday weekends have also experienced a spike in malware activity.

Google leads when it comes to detecting malicious ads, followed by SSP-H, SSP-C and SSP-M. One in every 90 impressions served by SSP-K was malicious highlighting a serious problem in the supply chain.

Low quality ad frequency rose slightly between the first two quarters from 0.14% to 0.18% with most SSPs noting little change.

Whereas one in 1,000 impressions from Google had issues with malware in Q1 2019, the company improved to one in 1,800 impressions by Q2.

SSP-K overall showed the worst performance with issues in one of every 75 impressions (malicious ads being the highest).

Publishers adopted blocking for ads with audio on start-up, expansion on start-up and in-banner video more heavily during the second quarter of the year.