THE STATE OF
AD QUALITY IN 2022
PROGRAMMATIC ADVERTISING TRENDS
of malvertising attacks occur post click
of publishers report clickbait on their sites
of publisher’s audiences have been scammed due to clickbait on their sites
71% of publishers learn about bad ads that appear on their sites only if they are reported by a user or internal team member via email or social media
41% are rethinking their fulfillment strategies due to ad quality concerns
66% agree that establishing high ad quality standards, will attract more premium brands to advertise on their sites
42% expressed some level of concern that automated ad-quality tools will cause latency or viewability issues on their sites
29% of publishers have dropped a SSP or DSP due to poor ad quality of those that did, 75% cited too many bad ads or sub-par advertisers as the reason
60% are actively adapting their ad quality standards in response to user behavior and preferences
NEARLY 1 / 3 OF ALL PUBLISHERS
are unfamiliar with cloaking. The key tactic used by scammers to avoid detection on a website
are unfamiliar with cloaking. The key tactic used by scammers to avoid detection on a website
How do your AdOps or RevOps teams hear from users who encounter bad ads on your site?
29% We receive reports via a tool created for that purpose
77% We receive an email to a general inbox listen on our “Contact us” page
32% We read about it on social media
25% Other (internal teams)
Why did your organization drop an SSP or DSP?
40% Too many bad ads
40% Sub-par advertisers
50% Too many partners, we wanted to consolidate
40% Part of a supply chain optimization (SPO) initiative
DIRECT ADVERTISING TRENDS
Percentage of direct campaigns tested against publisher’s specs:
5% 1% to 25%
14% 26% to 50%
9% Don’t know
50% 76% to 100%
22% Don’t know
Poor processes for testing assets for direct campaigns are partially responsible for off-spec ads being loaded to their sites, for 50% of publishers.
Only 50% of respondents say that they test most (76% to 100%) campaign assets against their own specs
To what extent is ad trafficking team’s work automated?
46% Somewhat automated
41% Not very automated
13% Don’t know
Does the team leader of your trafficking team have the tools he/she needs to obtain a holistic picture of the status of each campaign?
Team members spend hours each week taking screen shots of ads to send to clients. Time
spent each week taking screen shots of ads placements for agencies
28% We don’t do screenshots
32%
1 to 5 hours
17%
6 to 10 hours
5%
11 to 15 hours
18%
Don’t know
