Despite the benefits of RTB, ads purchased through direct sales still have the highest quality when it comes to viewability and potential risks, according to data fromIntegral Ad Science.
In its 2012 Semiannual Review for Q3 and Q4 2012, Integral, previously known as AdSafe, showcased data related to its new TRAQ Score, a quality media score designed to help advertisers understand the environment where their impressions lie.
“A lot of what Integral has done to date is help companies figure out environments they don’t want to be in; a defensive strategy,” Integral Ad Science CEO Scott Knoll told AdExchanger. “The whole idea of the quality metric and the new quality score is to help the advertiser go on the offensive.”
TRAQ Scores look at the environment of the ad placement, such as whether the site is professionally written and what else is on the page, including the number of other ads; the exposure of the ad, such as how likely the ad will be seen and if there is a possibility of click fraud; and the share of view, including the size of the ad and what else is in the window.
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