IAS Reveals that Risky Political Content and Misinformation Gets More Ad Impressions

Integral Ad Science's latest analysis reveals that while risky political content and misinformation are rapidly spreading in the USA, they still constitute a small fraction of media content. IAS found that out of all media impressions in the USA, 1.03% were political. This is a 29% increase in risky political content from Q4 of 2023.

The advertising marketplaces in the USA have less spread of misinformation, with only 0.005% content in Q1 of 2024 that can be deemed risky but it is still 25% more than Q4 of 2023. IAS says that technology is a big factor which is blocking any harmful content on media, with 28% political content and 97% misinformation blocked by automated technology.

Politics has a big impact on different areas of life in the USA. IAS also did a survey which was about how politically harmful content impacted business results in Q1 of 2024. Ads which do not have much political content had a lower CPCV (Cost per Conversion) than ads which had risky political content. Ads which were avoiding misinformation had 29% lower CPCV while ads which contained misinformation had higher CPCV rate. This means $1.04 lower CPCV on ads without risky political content and $1.21 CPCV on ads which did not have any misinformation.

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by Arooj Ahmed via Digital Information World