Integral Ad Science research outcasts the rising concerns of ad tech marketers about digital audio frauds

A new survey from Integral Ad Science (IAS), a media firm known for addressing digital advertising fraud, unveils eighty-seven percent of advertisers are highly concerned about audio ads fraud. Along with this, some vital pieces of information are also gathered by the company, which I will discuss further.

These days programmatic audio ads are gaining publishers' and ad buyers' interest due to their record-breaking consumer engagement capability. The ongoing growth in the volume of online audible stuff is increasing, and everyone is enjoying it. People prefer podcasts, audio blogs, etc., while traveling or doing home chores. Also, streaming audios are popular on mobile phones, and consumers are adopting audio devices such as speakers in their homes.

In response to the enhancement in the audio streaming business, marketers are adding audio to their campaigns to scale up their reach to relevant audiences. As consumers are already used to the audio ad formats, more media experts will adopt audio ads in the current year. The study says digital audio advertisements are expanding the overall performance and brand awareness for sixty-three percent of ad tech marketers surveyed. In addition, the study delves into whether marketers are satisfied with the current audibility metrics and highlights the importance of the third-party verification process in preserving premium quality standards for digital advertising.

The MD of integral Ad Science, Csaba Szabo, believes that with the widespread growth of digital audio content, marketers and advertisers want complete satisfaction with the adequacy of current metrics. About seventy-three percent of media publishers say that programmatic audio ad purchasing is more convenient and a better way to scale brands. Most ad buyers are adopting automated transactions while focusing on good-quality audio ads. Nearly half, almost forty-five percent of publishers said that it's essential to analyze the performance across visual ads, audios, video, etc. For most advertisers, audibility criteria are inadequate as a whole to compare viewability with performance benchmarks.

Furthermore, forty-three percent of mobile marketers would likely serve more frequent audio advertisements, and thirty-one percent of ad buyers would acquire more digital audio ads with integrated third-party support. The verification aids advertisers in tackling ad metrics by sharing in-depth analysis of performance and future novel ideas.

Spotify and IAS are collaborating to establish a third-party verification process to ensure the safety of digital audio ad marketers. So, it is essential to mention that by incorporating third-party support, most tech ad experts will purchase ads.

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