UK ads now less likely to appear next to inappropriate content, claims study

The UK ad industry is changing its approach to digital advertising as it deals with issues such as brand safety and ad fraud, according to a new report.
The Media Quality Report, conducted biannually by measurement and analytics company Integral Ad Science (IAS), looks at trends around viewability, brand safety and ad fraud across UK desktop, video and mobile advertising.
The report analysed nearly 300 billion global impressions from advertising campaigns that ran between 1 January and 30 June 2