viewable ad impressions: how much is enough?

Viewable Ad Impressions

How Much is Enough?

When you pay for a digital ad, how much of it do you expect to be seen by a human?

100%

70%

50%

Despite a viewability standard set by the MRC,

there continues to be disagreement on

what constitutes a viewable ad impression.

We have industry definitions of viewability. However, there are multiple vendors for viewability. We even have agencies creating their own viewable standards. That’s creating issues. We need a single standard that buyers and sellers agree to, plan on and reconcile against. Jeff Holecko

Senior Brand Manager

“

There are still disparate points of view as to how long an ad should be on the page before its deemed viewable. The biggest opportunity is to continue to hammer out what, from a user’s point of view, constitutes a viewable impression of any kind of media.

Ted BoydCEO

“

We have an aggressive stance on viewability standards. In addition to our trading standard of 100 percent of pixels in view, we also require our preferred vendors to measure against the new MRC IVT Guidelines.

“Joe BaroneManaging Partner of Digital Operations

How can you help

bring clarity toad viewability?

1. Know your partners

Work with media partners that have an industry certification.

Certified ad tech companies must undergo an independent audit that:

• Thoroughly examines how their measurement methods, processes and controls function.

and

• Tests that their reporting is accurate, reliable and consistent.

2. Support companies and associates focused on transparency

How can buyers and publishers work together to bring trust and transparency to transacting on viewable ad impressions?

For many buyers and publishers, the answer starts with true collaboration.

3. Keep tabs on the industry’s evolving standards

Be an advocate for standards that better reflect the realities of the industry. You can start doing this by following the IAB and their work under 3MS, as well as the MMA and the MRC.

There has been tremendous progress in viewability. But it’s still an issue because there are still a couple of islands. There is still the need for education. There is still development work to eliminate non-viewable inventory and define the digital GRP to make digital comparable with television, which is the goal of the work with 3MS. The work goes on for sure.

“Joe BaroneManaging Partner of Digital Operations

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