“Just because an ad is served, does not mean the impression could actually be seen” – Google
Decisive assessment of advertising performance in digital media has long been a challenge; Google reported in December 2014 that 56 percent of all display ad impressions were never in view of the users.
Viewability indicates whether or not an impression had a chance to be seen; Viewability metrics quantify the value of digital media by differentiating viewable impressions from the impressions served. Consistent and reliable measurement of viewable impressions contributes to greater AdTech ecosystem transparency and helps build trust across the supply chain.
Collective industry standards, developed by the Interactive Advertising Bureau (IAB) in collaboration with the Media Rating Council (MRC), define display ad Viewability Threshold as 50% of the ad in-view for at least one second (30% for large display ads of 242,500 pixels or more, and two seconds for video ads).
BidCore Viewability Measurement¶
Measuring Viewability verifies ad exposure and provides feedback on the quality of impressions for assessing supply inventory, optimizing selection, and maximizing the return on Ad Spend. Viewability metrics provide input for probability modeling, predictive analytics, and outcome-driven optimization strategies in digital ad campaigns.
Viewability Measurement is presently available for display (banner) and video ads.
For video creatives, viewbility measurement can be enabled on the line item level, as described in the Line Item Management section. Viewability management is applied to all video creatives assigned to the line item; no additional action on separate creatives is required.
Tags capture and report two distinct, successive impression-level events, as they take place in the user’s browser:
Measurable Impressions are reported as soon as the browser loads the Tag, verifying that the Creative was displayed.
Viewable Impressions are reported only once the industry-standard Viewability Threshold is met, verifying that the impression was in-view and the ad had a chance to be seen.
Tags report Viewability events through HTTP requests back to BidCore, where raw Viewability data is compressed and transformed into aggregates for reporting and analytics.
Measurable Impressions — the number of impressions loaded in user devices
Measurable Impressions (custom) - the number of impressions loaded in user devices (provided by 3rd party viewability vendors)
Viewable Impressions — the number of impressions that were in-view
Viewable Impressions (custom) - the number of impressions that were in-view (provided by 3rd party viewability vendors)
Viewability metrics are available in u-Slicer Reporting Tool by selecting Viewability Vendor filter for Traffic.