of advertisers believe viewability will be very or somewhat important in 2014

88%

of publisherssay thatviewability measurementhas had noimpact on page layout

of publishers

53%

decreased the overallnumber of ads per page22%

increased thenumber of adsabove the fold

17%

ADVERTISERS PUBLISHERS

HOW IMPORTANT IS VIEWABILITY?

62%plan to work directlywith a 3rd partymeasurement vendor

19%said they’d acceptan MRC-accreditedsolution from theirmedia vendor

25%plan to use ad serverviewability technology

9%of large agencies said they do not plan to use any viewability

measurement

HOW ARE ADVERTISERS PLANNINGTO MEASURE VIEWABILITY?

DO ADVERTISERS EXPECT TO BUY ONLY VIEWABLEIMPRESSIONS ONCE THE MRC ADVISORY IS LIFTED?

“We are not going to consider changing ad slots untilthe MRC lifts its advisory, SafeFrames are enabled,and viewability measurement is standardized.”

PUBLISHER RESPONDENT

VIEWABILITYINDUSTRY PREDICTIONS FOR 2014

INDUSTRY PULSE

Source: Undertone Industry Pulse, November 2013.