Preventing bad ads is a challenge for publishers and platforms of all sizes and verticals. It’s an issue that hits publishers where it hurts most: audience trust in their brand. Nearly 46% of publishers surveyed report that poor ad quality significantly affects the lifetime value of their visitors. To understand the impact of bad ads, we surveyed dozens of publishers across sectors of the publishing industry to assess the existing challenges they face, in terms of brand suitable ads, and the future they envision for their digital properties. Despite these challenges, publishers view advertising as a means to sharpen their brand image within their sectors, with their readers, and advertisers they’d like to attract to the properties. This bodes well for the industry as a whole. 60% of publishers say ad quality differentiates their brand within their sectors and 80% say brand suitability increases reader/ user trust in a site.
of publisher’s reported user experience has been impacted by poor ad quality
Ad Quality Priorities in the Next Year and a Half
top priority over the next year and a half. Here’s what we heard:
How Bad Ads impact user engagement
How publishers view their current ad quality tools
Cut out clickbait creative and bad ads today!
Ad quality forecast: The main challenges for 2022
In-App Ad Quality
GeoEdge surveyed app-publishers for insight into how they
balance ad quality and revenue- Here’s what they had to say:
Reported bad ads prompted users to uninstall their apps
Said poor ad quality causes users to quit playing the game
Say they have some or little control over ads
Report poor ad quality diminishes the user experience
Claim ad quality affects brand suitability