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Beyond Ad Measurement and Metrics

In the UK, Marketer Attention Turns to Engagement

About This Report
Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.
Table of Contents

For most digital advertisers today, measures of brand safety and ad quality are nonnegotiable parts of any campaign. But once advertisers are satisfied that an ad has been served to a real person and seen by that person in a brand-safe environment, they begin to demand more than simple impression-level performance metrics.

  • How much ad spend is wasted in the UK due to fraudulent activity? An extrapolation on Integral Ad Science (IAS) data for the UK suggests that £1.3 billion ($1.7 billion), or 10% of campaign spend, will be lost to ad fraud in 2018. When campaigns are optimized against fraud, the rate plummets to just 1%.
  • What’s the viewability rate in the UK, and how useful is that as a measure? The viewability rate is a measure of how many ads are viewed with at least 50% of pixels in-view for a minimum of 1 second for static display ads, or 2 seconds for video ads. In the UK, it currently stands at 58%. But this remains a very basic metric, and many advertising professionals profess to developing their own viewability standards.
  • Given recent high-profile missteps, where ads have appeared next to unsavory or inappropriate content, how confident can brands be that their ads are being delivered in a safe environment? This is seen as one of the highest priorities among UK marketers. Perhaps, as a result of the spotlight, great strides have been made in policing this, particularly for automated buys.
  • How is digital campaign success currently measured? The simple clickthrough rate is still valued greatly by marketers—more than any other metric.
  • What metrics are brands looking for beyond the impression and click levels? Numerous customized metrics are being used across the industry, from simple time-in-view rates to more complex indices taking the effectiveness of creative into account. However, at their core, there is a need to better understand—and quantify—user engagement.

WHAT’S IN THIS REPORT? This report examines the measures and performance of digital ad fraud, viewability and brand safety in the UK. It also looks at which metrics are used and valued when it comes to measuring campaign success.

KEY STAT: Percent of UK publishers who described these three industry challenges to be of “great concern” in 2018: ad blocking (49.0%), brand safety (43.1%) and ad fraud (39.2%).


Percent of UK publishers who see brand safety as a great concern in 2018.

Integral Ad Science, "Look ahead UK: Transparency will shape 2018," March 23, 2018

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

11expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Putting Digital Measurement Into Context
  2. Beyond the Basics: The Measure of Success
  3. Key Takeaways
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

Interviewed for This Report

Harry Harcus
Managing Director, UK and Pan-Regional
Interviewed September 20, 2018
Mike Pallad
Interviewed September 26, 2018
Laura Salant
Senior Director, Research and Insights
Interviewed September 26, 2018
Kofi Amoako
Senior Director, Customer Success Operations, EMEA
Interviewed September 28, 2018
Victoria Chappell
Integral Ad Science
Senior Marketing Director, EMEA
Interviewed September 26, 2018
Andy Evans
Interviewed September 13, 2018
Peter Falcone
Director, Analytics, EMEA
Interviewed September 13, 2018
Dan Slivjanovski
Interviewed September 26, 2018
Giovanni Strocchi
Interviewed September 13, 2018
Daniel Wilkinson
Head of Paid Media
Interviewed September 20, 2018
Heather McKim
Vice President, Marketing
Interviewed September 26, 2018


Bill Fisher


Jennifer Jhun
Research Director, International and Special Projects
Lauren Fisher
Principal Analyst
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