2018

INDONESIA EDITION

Media Quality Report

Digital ad spending in Indonesia will reach US$639.9 million in 2019, making it the second largest digital advertising
market in Southeast Asia behind Thailand. Over one-fifth of total media ad spending in Indonesia will be devoted to
digital advertising. On a global scale, digital ad spending will rise from US$280 billion in 2018 to almost US$330 billion in
2019.

In the coming months, expect a narrowing of the gap between publisher direct and programmatic inventory across
most metrics (i.e., viewability, brand risk, time-in-view) and devices. These shifts will be driven by widespread adoption
of verification solutions for programmatic ad sales and premium publishers’ shift from direct sales to automation.

All buy types Programmatic Publisher direct

����� ����� �����

VIEWABILITY

Per the Media Ratings Council 69.0% 66.7% 63.3% 68.2%

(MRC), a display ad impression is 54.3%
viewable if at least 50% of pixels are 47.7% 45.7% 46.4% 45.4%
on screen for at least one second
after the ad has rendered, and a
video ad impression is viewable if
the ad is playing while at least 50%
of pixels are on screen for at least
two continuous seconds.
DESKTOP DISPLAY MOBILE WEB DISPLAY MOBILE APP DISPLAY

TIME-IN-VIEW

Time-in-view is the average

0 0 0 0 0 0
duration that a viewable
impression remained in view.
15 5 15 5 15 5 15 5 15 5 15 5
This average does not include
impressions that were not 10 10 10 10 10 10
viewable according to the MRC
standard in the calculation. 12.48s 11.61s 12.87s 16.21s 12.96s 17.67s
DESKTOP DISPLAY MOBILE WEB DISPLAY

1. “Digital Ad Spending in Southeast Asia,” eMarketer, February 2019

2. “Global Ad Spending Update,” Corey McNair, eMarketer, November 2018

integralads.com | @integralads | infosea@integralads.com

 All buy types Programmatic Publisher direct

AD FRAUD

Any impressions resulting Optimised fraud

from a deliberate activity that Optimised fraud benchmarks represent campaigns that were executed with a fraud mitigation strategy.
prevents the proper delivery
of ads to real people, at the DESKTOP DISPLAY MOBILE WEB DISPLAY
right time, in the right place
0.5% 0.4%
resulting in financial or 0% 20% 0% 20%

opportunity loss by the

advertiser and/or publisher in
a particular transaction.
0.6% 0.7% 0.4% 0.4%

Global non-optimised fraud

Non-optimised fraud benchmarks represent campaigns that did not incorporate a form of fraud
mitigation strategy. These benchmarks now reflect a global average.

DESKTOP DISPLAY MOBILE WEB DISPLAY

0%
14.9% 20% 0%
9.8% 20%

11.7%12.4% 9.5%9.6%

BRAND RISK

Impressions on pages that DESKTOP DISPLAY

are flagged for posing
various levels of harm to
brand image and/or
19.0% 6.0% 24.8%
reputation through
Moderate 18.6% Moderate 5.5% Moderate 24.5%
association, based on seven
High 0.3% High 0.4% High 0.3%
core content categories:
adult, alcohol, hate speech, Very High <0.1% Very High 0.1% Very High <0.1%
illegal downloads, illegal
drugs, offensive language MOBILE WEB DISPLAY
and controversial content,
and violence.
19.7% 12.5% 22.9%
Moderate 18.6% Moderate 11.9% Moderate 21.6%
High 1.0% High 0.5% High 1.3%
Very High <0.1% Very High <0.1% Very High <0.1%

MOBILE APP DISPLAY

4.5% 3.6% 4.9%

Moderate 4.0% Moderate 2.5% Moderate 4.7%
High 0.2% High 0.4% High 0.1%
Very High 0.3% Very High 0.7% Very High 0.2%

*Numbers may not add up to total due to rounding

integralads.com | @integralads | infosea@integralads.com

 Programmatic Publisher direct

BRAND RISK

����������� �� �� �� ����������
BY CATEGORY DESKTOP DISPLAY
85.3%
Impressions on pages that
are flagged for posing
various levels of harm to
brand image and/or 48.0%
reputation through
association, based on seven
core content categories:
adult, alcohol, hate speech, 16.2% 12.7%
10.0%
illegal downloads, illegal 5.6% 5.6%
2.5% 3.3% 0.6% 4.1% 4.0% 0.3% 1.6%
drugs, offensive language
and controversial content,
Adult Alcohol Hate Illegal Illegal Offensive Violence
and violence. speech downloads drugs language &

����� ������ �� ���������� �� ��

controversial
news

MOBILE WEB DISPLAY

83.7%

67.7%

7.7% 8.6%
4.3% 2.5% 0.6% 5.2% 7.4% 2.7% 0.3% 5.6% 2.6%
1.1%

����� �� �� �� �� �� �� �� �� �� �� ��
Adult Alcohol Hate Illegal Illegal Offensive Violence
speech downloads drugs language &
controversial
news

MOBILE APP DISPLAY

39.2%

21.3%
15.4% 15.3% 15.7% 16.0% 13.9% 16.2% 15.6%
7.7% 7.6% 7.7% 8.2%
0.2%

Adult Alcohol Hate Illegal Illegal Offensive Violence

speech downloads drugs language &
controversial
news

Protect your brand, maximise your impact.

Integral Ad Science (IAS) is a global technology company that offers data and solutions to establish a safer, more effective advertising
ecosystem. We partner with advertisers and publishers to protect their investments, capture consumer attention, and drive business impact.
Founded in 2009, IAS is headquartered in New York with global operations in 13 countries. Our growth and innovation have been recognized
in the Inc. 5000, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company.

integralads.com | @integralads | infosea@integralads.com