Benchmarks
Alltold teamed up with Innovid to measure the most served ads each quarter, starting in Q1 2024. These analytics are aggregated and shared quarterly to give the industry a view of inclusion, and to provide advertisers with benchmarks to compare their own inclusion analytics to.
Latest quarter: Q3 2024
Gender expression
Age & Body size
Skin tone
Sexual orientation
Visible disability
Quarterly trends
Gender expression
Age & Body size
Skin tone
Sexual orientation
Visible disability
Methodology
I. Ad selection:
- Inclusion criteria: top 500 ads, ranked by # of impressions per quarter
- There is some duplication of ads due to the same ad being run across different platforms with different titles
II. Ad evaluation:
- We first ingest the ads into our system
- We use a commercially available person detection algorithm to detect the people in the ads
- We annotate each person detected using our identity attribute scales, built responsibly in collaboration with experts and advocacy groups like GLAAD, RespectAbility, and University professors
- We use those annotations to build the analytics you see in these reports
III. Vertical analysis:
- We exclude vertical analysis for verticals with less than 10 ads analyzed, or less than 3 advertisers represented. Those ads and advertisers are still included in the overall analysis