IPA Media Owner and Ad:tech Autumn Survey results

Agencies have named MailOnline/Associated as the best media owner to work it, and Flashtalking as the best Ad:tech supplier to work with, in the IPA’s Autumn Media Owner and Ad:tech Supplier surveys.

IPA Media Owner and Ad:tech Autumn Survey results

The purpose of the survey is to keep agencies informed on which media owners and ad:tech suppliers deliver the highest levels of service and which ones have shown a commitment to continually improving digital standards.

Over 80% of respondents (80.9%) agreed or strongly agreed that the overall experience of working with MailOnline/Associated was good. They were followed by Telegraph.co.uk (79.2%), Captify (78.9%) and Quantcast (75.8%).

While MailOnline/Associated leads among Crossover Media, Captify leads among Ad Networks/Exchanges and Sales Houses, and Oath (66.3%) remains top among Online Pure Plays.

Flashtalking continues to lead among Ad:tech suppliers, with 63.6% of respondents agreeing that working with them was a good experience. Only two other Ad:tech suppliers, Sizmek (62.2%) and Moat (61.8%), scored over 60% in this category.

For the first time the Autumn Survey includes the JICWEBS Digital Trading Standards Group Status of each supplier. Of the 22 listed suppliers, 16 are DTSG Signatories and 12 of these are certified. DTSG Brand Safety Signatories have signed up to JICWEBS to be independently verified, while DTSG Certified means the business has had their brand safety policies and processes independently verified, and have received a seal of approval.

Other key findings:

Media Owner Survey:

  • MediaIQ leads three categories, (Understanding of Client Objectives, Ease of Contact and Media Owner/Agency Partnership), while The Guardian, Telegraph.co.uk and Teads each top two categories. Quantcast rank first in one category.
  • In addition to the overall category, MailOnline/Assosciated also led in regular face-to-face contact, and performed consistently well across the board.
  • Dennis Publishing are the most improved performer since the last survey showing an increase of 10 percentage points or more across four categories each, while Channel4.com, ITV.com and The Guardian have seen similar increases across three categories.

Ad:tech Supplier Survey:

  • In addition to the overall category, Flashtalking also tops seven of the other 10 categories in the survey.
  • Sizmek leads in Dispute Resolution, Integral Ad Science rank first in Ease of Contact, and Nielsen top the Regular Contact with the Sales Team ranking.
  • Flashtalking and Sizmek are the most improved suppliers since the Spring Survey with both seeing an improvement of more than 10 percentage points across four of the 11 rankings.

Says Nigel Gwilliam, Director of Media Affairs, IPA: “It is imperative that agencies know which media owners show a consistent commitment to improving their quality of service, which is why the IPA’s Media Owner and Ad:tech Supplier surveys are so important. Congratulations to MailOnline/Associated and Flashtalking for leading the way in the Autumn Survey in this regard.

“I’m also delighted that this year’s Media Owners Survey highlights each media owner’s DTSG Status, demonstrating their commitment and responsibility towards ensuring better brand safety, and providing valuable insights for agencies.”

Download the full Online Media Owner Autumn Survey and Ad:tech Supplier Autumn Survey results.

Last updated 21 January 2022