The latest analysis by brand protection experts at IAS reveals a growing yet still minimal presence of risky political content and misinformation in U.S. media impressions.
The report, released this morning, shows that only 1.03% of all U.S. media impressions in Q1 2024 were deemed “risky” political content. Although this marks a 29% increase from Q4 2023, the prevalence remains low.
Misinformation in the U.S. advertising marketplace is even less prevalent, accounting for just 0.005% of all available impressions in Q1 2024. This figure represents a 25% increase from Q3 2023, yet it remains negligible compared to risky political content.
IAS claims its technology effectively blocked 28% of impressions adjacent to risky political content and 97% adjacent to misinformation, using definitions from the Global Alliance for Responsible Media (GARM).
The study concludes by highlighting the positive impact on ad performance and ROI for advertisers who avoid placing their ads near risky political content and misinformation.
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