There’s good news and bad news about digital ads in new Integral Ad Science report

Ad fraud dropped from 14.1 percent of all ads to 11.2 percent.

This is the overall picture. When it’s broken down, it shows that networks and exchanges have significantly different fraud levels than publishers. The level is 14.1 percent for networks and exchanges, a slight dip from 16.5 percent in Q1. For publishers: 3.7 percent, a snip down from 4 percent.

--

Ad viewability is down, from 49.4 percent to 44 percent of all ads served.

--

Brand Risk is the metric used in the report to judge where ads are shown. It’s currently 12.2 percent overall, about the same as in the last report.

Risky content can include adult content, alcohol, hate speech, illegal downloads, offensive language, and violence. Most advertisers only care about a few of these, he said, so the Brand Risk score is “not alarming.”

--

The report also includes a score called TRaq, or True Advertising Quality Score. It is a combo of all the scores in the report — viewability, fraud, and Brand Risk. It now sits at 604 overall for networks, exchanges, and publishers, on a scale of 250 to 1000. 
Sites are considered high quality if they are in the 750 to 800 range, and a fraudulent site is 250.

http://venturebeat.com/2015/08/13/theres-good-news-and-bad-news-about-digital-ads-in-new-integral-ad-science-report/