po polsku
illustration: DALL-EDigital advertising has never been more threatened, but it also offers more ways to protect campaigns effectively. The latest Media Quality Report: 20th Edition, developed by analysts at Integral Ad Science, shows that 2024 brought both increased risk and proof that technology can fight it effectively. From over 280 billion digital interactions analyzed daily, three key findings emerge. Ad fraud is rising. The nature of brand risk is changing. Ad viewability is stabilizing, while a new currency is emerging attention.
Fraud gets smarter campaigns get more exposed
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. As the report shows, those who act without protection face the biggest challenges. In campaigns not protected against fraud (so-called non-optimized), the level of fake traffic increased by 19% year over year, reaching a record 10.9%.
| Campaign type | Ad fraud (%) | YoY change |
|---|---|---|
| Optimized | 0.7% | -9.8% |
| Non-optimized | 10.9% | +19% |
On the other hand, campaigns that used protection tools kept fake traffic at a low and stable level, proving that investing in security pays off. Still, the number of unprotected campaigns is growing. Their global share increased from 2.2% in 2023 to 4.0% in 2024. In the Asia-Pacific region, as many as 6.8% of advertising efforts took place without any safety filters.
It is worth noting that unprotected campaigns were 15 times more likely to face fraud than optimized ones. This shows that the difference between both approaches is not just a matter of strategy. It is a clear financial and reputational advantage.
Less overall risk more hate and aggression in content
The second clear trend is a shift in the nature of brand risk. While the overall risk indicator fell globally to a record low of 1.5%, the share of content with hate speech, controversy, and offensive language increased alarmingly.
Growth of offensive content share in brand risk:
- +72% globally (2023-2024)
- 5.5% share in the USA (highest in 3 years)
- 15.8% share of hate speech in Ireland the highest in Europe
Although filtering tools are working better, the threats themselves are evolving. There is more controversial content that is hard to classify clearly. In the USA, where political tensions rose in 2024, hate speech and offensive comments increased, especially in the second half of the year. In Europe, after the intervention of the European Parliament, the hate speech rate dropped, showing that regulations can work.
Main changes in brand risk in 2024
- Overall brand risk down 10.6%
- Hate speech in EMEA rose to 10% in the first half of the year
- Hate speech in EMEA dropped in the second half after legislation
- Offensive language up 28% in the USA
From the advertiser`s point of view, it is not only about avoiding risky content but also about actively monitoring which threat types dominate. Consumers increasingly expect brands to act responsibly. More than half say they will stop using a brand if its ad appears next to hateful content.
Viewability has stabilized now attention matters
The third conclusion of the report addresses what truly makes an ad effective. For years, the key metric was viewability whether the ad appeared on the user`s screen and for how long. Now, marketers go further. What matters is not just if the ad showed up, but whether the viewer paid attention.
In 2024, ad viewability remained stable at 76.8%. However, this varied across digital environments.
| Environment | Viewability (%) | YoY change |
|---|---|---|
| Desktop video | 83.9% | +5.4 pp |
| Mobile web video | 79.6% | +2.4 pp |
| Mobile app display | 74.2% | -4.6 pp |
The rise in video environments stems from user behavior. More time is spent on video content, especially in social media and CTV platforms. Video ads blend smoothly into content streams, making them more acceptable and harder to skip.
On the other hand, in mobile apps where ads often cover large parts of the screen, users skip them more often by scrolling quickly to the main content. That may explain the drop in viewability in this segment.
Although viewability remains important, as many as 47% of marketers say that in 2025 they will focus more on measuring attention. That means analyzing not only impressions but also context, interaction, and even user facial expression. New technologies, including AI, allow better measurement of what truly engages audiences.
The Media Quality Report: 20th Edition clearly shows that digital ad quality today plays out on multiple levels. Protection against fraud, fighting brand risk, and precisely measuring engagement. Those who can combine all three elements come out ahead.
Media Quality Report: 20th Edition is based on analysis of more than 280 billion daily digital interactions in online advertising environments. The data comes from global campaigns monitored by IAS in 2024, covering various formats, devices, and regions, including both optimized and non-optimized campaigns. The full report is available for free at integralads.com.
COMMERCIAL BREAK
New articles in section Marketing and PR
How and why online stores lie. TrustMate report
Marek Jaworowski
Experts from the TrustMate.io platform analyzed the most common procedural errors and inaccuracies that lead Polish online stores to wrongly deny buyers their rights. They also prepared an appeal path for consumers who heard a refusal from customer service.
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
See articles on a similar topic:
What to do when your child lies? Advice from a pedagogue
patronat Reporterzy.info
Does your little one invent outrageous stories, and you’re unsure how to react? Does your child tell friends that you’ve traveled the world and that your dog speaks with a human voice? A pedagogue explains how to handle such situations and avoid them in the future. The weekly Reporterzy.info is the media patron of the series.
Short Social Video. IAB Poland Report on Short Videos in Social Media
Krzysztof Fiedorek
According to the IAB Poland report from May 2024, short video clips are becoming increasingly popular in Poland. In 2023, 61% of internet users in Poland watched the format known as short social video, and 23% of them created such videos themselves. Polish internet users spend an average of 43 minutes a day watching them.
Dietary Supplements. How Products Masquerading as Medications are Sold
Ewa Zygadło-Kozaczuk
Colorful packaging entices us with miraculous health benefits, and we buy them, hoping for a fit body, good sleep, great mood, and excellent sex. But do we know what lies behind that magical pill, capsule, or syrup? Are we aware that these advertised products are merely masquerading as medications?
Queue psychology. Scientists' discovery used in Call Centers
Andrzej Sowula
The discovery first described by psychologists in the second half of 2024 concerns the so-called "relative progress effect". When customers observe fast service at the beginning of their wait, they tolerate slower service much better later in the waiting period.
