Understanding  Ad Viewability

If you're working in the advertising industry, you've probably heard the term "ad viewability" more than once. But what exactly does it mean? In this guide, we'll define ad viewability and answer the most popular questions about it.

What is ad viewability?

Ad viewability refers to the percentage of an ad that is actually seen by the user. For example, if an ad appears on a webpage but only 50% of it is visible on the screen, its viewability score would be 50%. Ad viewability is measured through ad impression measurement tools.

Why is ad viewability important?

Ad viewability is important because it ensures that advertisers are paying for ads that are actually seen by users. It also helps to reduce ad fraud by detecting and preventing ads from being served to bots or hidden within webpages. Additionally, by complying with viewability standards, advertisers can improve the effectiveness and ROI of their campaigns.

What are some viewability standards that advertisers should comply with?

The two most widely recognized viewability standards are those set by the Media Rating Council (MRC) and the Interactive Advertising Bureau (IAB). These organizations have established guidelines for determining when an ad can be considered "viewed," such as requiring at least 50% of its pixels to be in-view for at least one second.

Are there any tools available to detect ad fraud related to viewability?

Yes, there are several ad fraud detection tools that can help identify fraudulent activity related to ad viewability. These tools include DoubleVerify, Moat, and Integral Ad Science.

Can cross-device tracking solutions help improve ad viewability?

Yes, cross-device tracking solutions can help improve ad viewability by ensuring that ads are served to users across all their devices. This can help increase the likelihood that an ad will be viewed by a user.

How can advertisers prevent users from blocking ads?

Ad blocking prevention techniques include using non-intrusive ad formats that don't disrupt the user experience, implementing ad-blocker detection scripts, and providing value to users through relevant and engaging ads.

What are some best practices for improving ad viewability?

Best practices for improving ad viewability include using high-quality creative that's optimized for different screen sizes, targeting ads to the right audience, optimizing load times, and ensuring that ads are placed in visible areas of the page.

References:

1. "Ad Viewability: Seeing Is Believing." IAB Digital Simplified.
2. "Viewable Impressions: Setting Standards For What Counts." Media Rating Council.
3. "The Ad Viewability Challenge: Redefining How Success Is Measured." Forbes.
4. "Ad Fraud Detection Tools & Techniques." Ad Age.
5. "How to Improve the Viewability of Your Online Ads." Hubspot.