Google is outperforming other SSPs on quality

Nearly 1 in every 100 impressions was impacted by a malicious or disruptive ad. Confiant’s report shows that Google AdX is outperforming all the other SSPs in quality. This is the conclusion of the Confiant’s Demand Quality Report for Q1 2019.

According to Confiant, the statistic, when combined with a conservative estimate of 4-5 display ads per page and 5 pages per session, suggests that over 20% of user sessions might be impacted by malicious or disruptive ads.

Confiant’s Demand Quality Report for Q1 2019 benchmarks demand quality issues that publishers and platforms face, such as malicious ads, low-quality ads and in-banner video ads.

“This is Confiant’s fourth report and the first time we have access to year-over-year data. By sharing this data, publishers and platforms can better understand the health of the ad ecosystem and make decisions accordingly,” said Louis-David Mangin, Confiant’s CEO and cofounder. “Thankfully, malware and other ad quality issues are not intractable problems. With the right systems in place and commitment from the industry, we can tackle these issues.”

The best supply-side platforms (SSPs) continue to outperform the worst by a huge margin. Currently, the worst SSPs are 67 times as likely to deliver a malicious or disruptive ad.

Confiant says the issues remain highly concentrated: More than 60 percent of in-banner video ads and 60 percent of security issues came from just 3 SSPs.