IAB Europe Pan-European Buyers Survey on Digital Advertising Quality

This short poll should take no longer than 5 minutes.

The European Quality Initiative Working Group has developed this survey to identify buyers’ digital advertising quality concerns and understand their attitudes towards industry standards and different types of inventory.

Survey deadline: Friday 27th May 2022

	Very concerned	Concerned	Somewhat concerned	Not at all concerned	Don't know
Brand safety	Brand safety Very concerned	Brand safety Concerned	Brand safety Somewhat concerned	Brand safety Not at all concerned	Brand safety Don't know
Ad Fraud	Ad Fraud Very concerned	Ad Fraud Concerned	Ad Fraud Somewhat concerned	Ad Fraud Not at all concerned	Ad Fraud Don't know
Privacy compliance	Privacy compliance Very concerned	Privacy compliance Concerned	Privacy compliance Somewhat concerned	Privacy compliance Not at all concerned	Privacy compliance Don't know
User experience	User experience Very concerned	User experience Concerned	User experience Somewhat concerned	User experience Not at all concerned	User experience Don't know
Viewability	Viewability Very concerned	Viewability Concerned	Viewability Somewhat concerned	Viewability Not at all concerned	Viewability Don't know

Very concerned

Concerned

Somewhat concerned

Not at all concerned

Don't know

Brand safety

Brand safety Very concerned

Brand safety Concerned

Brand safety Somewhat concerned

Brand safety Not at all concerned

Brand safety Don't know

Ad Fraud

Ad Fraud Very concerned

Ad Fraud Concerned

Ad Fraud Somewhat concerned

Ad Fraud Not at all concerned

Ad Fraud Don't know

Privacy compliance

Privacy compliance Very concerned

Privacy compliance Concerned

Privacy compliance Somewhat concerned

Privacy compliance Not at all concerned

Privacy compliance Don't know

User experience

User experience Very concerned

User experience Concerned

User experience Somewhat concerned

User experience Not at all concerned

User experience Don't know

Viewability

Viewability Very concerned

Viewability Concerned

Viewability Somewhat concerned

Viewability Not at all concerned

Viewability Don't know

	Strongly Agree	Agree	Neither	Disagree	Strongly Disagree
Buying inventory in a quality media environment is important for me.	Buying inventory in a quality media environment is important for me. Strongly Agree	Buying inventory in a quality media environment is important for me. Agree	Buying inventory in a quality media environment is important for me. Neither	Buying inventory in a quality media environment is important for me. Disagree	Buying inventory in a quality media environment is important for me. Strongly Disagree
Buying inventory as low cost as possible is important to me.	Buying inventory as low cost as possible is important to me. Strongly Agree	Buying inventory as low cost as possible is important to me. Agree	Buying inventory as low cost as possible is important to me. Neither	Buying inventory as low cost as possible is important to me. Disagree	Buying inventory as low cost as possible is important to me. Strongly Disagree
I am aware of IAB advertising standards	I am aware of IAB advertising standards Strongly Agree	I am aware of IAB advertising standards Agree	I am aware of IAB advertising standards Neither	I am aware of IAB advertising standards Disagree	I am aware of IAB advertising standards Strongly Disagree
A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions	A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Strongly Agree	A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Agree	A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Neither	A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Disagree	A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Strongly Disagree
Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital	Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Strongly Agree	Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Agree	Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Neither	Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Disagree	Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Strongly Disagree
I check if a media owner or supplier adheres to industry standards before spending budget with them	I check if a media owner or supplier adheres to industry standards before spending budget with them Strongly Agree	I check if a media owner or supplier adheres to industry standards before spending budget with them Agree	I check if a media owner or supplier adheres to industry standards before spending budget with them Neither	I check if a media owner or supplier adheres to industry standards before spending budget with them Disagree	I check if a media owner or supplier adheres to industry standards before spending budget with them Strongly Disagree
I prefer spending my advertising budget with suppliers that adhere to industry standards	I prefer spending my advertising budget with suppliers that adhere to industry standards Strongly Agree	I prefer spending my advertising budget with suppliers that adhere to industry standards Agree	I prefer spending my advertising budget with suppliers that adhere to industry standards Neither	I prefer spending my advertising budget with suppliers that adhere to industry standards Disagree	I prefer spending my advertising budget with suppliers that adhere to industry standards Strongly Disagree
l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product	l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Strongly Agree	l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Agree	l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Neither	l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Disagree	l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Strongly Disagree
I’m willing to pay a premium higher quality, premium, trusted inventory	I’m willing to pay a premium higher quality, premium, trusted inventory Strongly Agree	I’m willing to pay a premium higher quality, premium, trusted inventory Agree	I’m willing to pay a premium higher quality, premium, trusted inventory Neither	I’m willing to pay a premium higher quality, premium, trusted inventory Disagree	I’m willing to pay a premium higher quality, premium, trusted inventory Strongly Disagree

Strongly Agree

Agree

Neither

Disagree

Strongly Disagree

Buying inventory in a quality media environment is important for me.

Buying inventory in a quality media environment is important for me. Strongly Agree

Buying inventory in a quality media environment is important for me. Agree

Buying inventory in a quality media environment is important for me. Neither

Buying inventory in a quality media environment is important for me. Disagree

Buying inventory in a quality media environment is important for me. Strongly Disagree

Buying inventory as low cost as possible is important to me.

Buying inventory as low cost as possible is important to me. Strongly Agree

Buying inventory as low cost as possible is important to me. Agree

Buying inventory as low cost as possible is important to me. Neither

Buying inventory as low cost as possible is important to me. Disagree

Buying inventory as low cost as possible is important to me. Strongly Disagree

I am aware of IAB advertising standards

I am aware of IAB advertising standards Strongly Agree

I am aware of IAB advertising standards Agree

I am aware of IAB advertising standards Neither

I am aware of IAB advertising standards Disagree

I am aware of IAB advertising standards Strongly Disagree

A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions

A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Strongly Agree

A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Agree

A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Neither

A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Disagree

A standard with IAB endorsement has more weighting than non-IAB accreditations in your media buying decisions Strongly Disagree

Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital

Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Strongly Agree

Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Agree

Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Neither

Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Disagree

Concerns about the digital advertising industry has discouraged me from spending more of my budget in digital Strongly Disagree

I check if a media owner or supplier adheres to industry standards before spending budget with them

I check if a media owner or supplier adheres to industry standards before spending budget with them Strongly Agree

I check if a media owner or supplier adheres to industry standards before spending budget with them Agree

I check if a media owner or supplier adheres to industry standards before spending budget with them Neither

I check if a media owner or supplier adheres to industry standards before spending budget with them Disagree

I check if a media owner or supplier adheres to industry standards before spending budget with them Strongly Disagree

I prefer spending my advertising budget with suppliers that adhere to industry standards

I prefer spending my advertising budget with suppliers that adhere to industry standards Strongly Agree

I prefer spending my advertising budget with suppliers that adhere to industry standards Agree

I prefer spending my advertising budget with suppliers that adhere to industry standards Neither

I prefer spending my advertising budget with suppliers that adhere to industry standards Disagree

I prefer spending my advertising budget with suppliers that adhere to industry standards Strongly Disagree

l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product

l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Strongly Agree

l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Agree

l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Neither

l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Disagree

l don’t mind about industry standards, I’m happy to spend my digital advertising budget that is ROI positive for my brand/product Strongly Disagree

I’m willing to pay a premium higher quality, premium, trusted inventory

I’m willing to pay a premium higher quality, premium, trusted inventory Strongly Agree

I’m willing to pay a premium higher quality, premium, trusted inventory Agree

I’m willing to pay a premium higher quality, premium, trusted inventory Neither

I’m willing to pay a premium higher quality, premium, trusted inventory Disagree

I’m willing to pay a premium higher quality, premium, trusted inventory Strongly Disagree

IAB Europe Pan-European Buyers Survey on Digital Advertising Quality

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* 1. Is your company?

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* 2. Which market are you primarily based in?

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* 3. When buying digital advertising please let us know how concerned you are about the following challenges

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* 4. Thanks for letting us know how concerned you are about those challenges. Next, please prioritise these challenges from 1st to 5th (with 1st being the challenge you are most concerned about and 5th the least)

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* 5. Please let us know the extent to which you agree or disagree with the following statements

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* 6. On a scale of 1 - 5 (with 5 being important and 1 being not important) how important do you think the development of standards in each of these new areas is?

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* 7. Is there anything else regarding challenges in digital advertising or industry standards that you want to share with us (for example a challenge that you think the industry isn’t doing enough about and should focus on)