UK desktop ad viewability has hit a fresh high according to the latest Integral Ad Science Media Quality Report, which showed that desktop viewability reached 70.9% over the first half – a rise of 7.5% year-on-year.
The report, compiled by Integral Ad Science, showed Canada to be way out in front with an equivalent viewability figure of 73.6% with Germany ranking in third at 69.4%.
Improvements at a national level were mirrored in global viewability averages which rose above 60% across all formats and environments for the period.
Nick Morley, EMEA managing director at Integral Ad Science, said: “Our H1 2019 Media Quality Report indicates a consistent drop in brand risk for the UK, with viewability levels continuing to rise.
"When compared globally, the UK appears consistently in the top rankings, showcasing the current high quality of UK digital advertising. It’s thanks to this level of granular and global insight that brands can protect their advertising investments in a fragmented ecosystem and ensure they drive the greatest return.”
The global rise has been attributed to an international commitment to increased quality in response to advertiser demands.