""The challenge isn't access to inventory, it's knowing what's actually worth paying for. Advertisers are filtering out some risk, but they're also missing the majority of high-quality inventory. That's where performance is being lost." Matthew Goldhill, CEO and founder at Picnic."
""Proxy metrics such as CTR and viewability are no longer reliable indicators of quality, as low-quality environments increasingly mimic high-performing signals.""
The Inventory Quality Report 2026 reveals that 44.4% of domains do not meet quality standards, largely due to the rise of AI-generated content. This trend creates challenges for advertisers in identifying effective advertising environments. Structural inefficiencies in inventory purchasing are evident, with 34% of domains on advertiser lists failing quality checks. Additionally, over 90% of high-quality domains are often overlooked. The report introduces the PIQ 10 2026 ranking to highlight domains that consistently provide high-quality advertising environments.
Read at Exchangewire
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