Beyond the fold and across channelsViewability

Evolving Success Metrics

Past

“Served” impression

“Above the fold”

Served ads counted by an ad server

Disregarding rendering and actual

viewability

Present

“Viewable” impression

“Viewable impression” focused on area

and duration (3MS proposed definition):

An impression that is at least 50%

visible to a human for a duration of at

least 1 second

Served impression but aim for viewablilty

Success

Good placement

Paymentbased on

The Facts Many ads are served but not viewable! Total Industry

Direct Publisher

Exchange

Network

= 64% not viewable

Source: IAS Database

ViewabilityThe stakeholders

The advertiser The publisher

I trick you into serving

viewable ads to me

The bot

Many influencing factors determine whether your ad is in view

I want to do my own

thing. Who cares about

ads?

The user

I want to attract advertisers and maximize my ad revenue

My ad must be in view in order

for a user to take action

Geometric Method:

Covers all browsers

Geometric Method:

Covers Internet Explorer and Firefox(48% of browser usage)

How is viewability measured?

Ads run in friendly or unfriendly iframes

Browser Optimization:

Covers all browser types

35% of ads run in friendly iframes

or directly on a page

65% of ads run in unfriendly iframes, also called cross-domain

Measuring Viewability – GeometricCapabilities:• Accurately measures ads that run in:

• Friendly iframes• Directly on a page• Unfriendly iframes, on Internet Explorer

and Firefox

• Limitations: cannot detect ads that run in unfriendly iframes in webkit browsers (Chrome [40%] and Safari [10%])

Measurement methodology:• Measure the position of the ad relative to the

viewport or other elements of the browser

Measuring Viewability – Browser OptimizationCapabilities:• Accurately measures ads that run in:

• Friendly iframes• Directly on a page• Unfriendly iframes – all browsers

Measurement methodology:• Relies on analysis of ad processing of

on-screen versus off-screen

measurability on campaigns*95%

+ +

=

Friendly iframe measurement

Unfriendly iframe measurement by Geometric method

Unfriendly iframe measurement by Browser Optimization method

*Potential to measure display impressions. Limitations apply.

When is an ad not in view?

• Quality of the environment:– Ad loads in an area out of the user’s

browser– Multiple ads put in 1x1 pixels– Impression stuffing/layering– Poor quality pages– Frequently refreshing pages

• User interaction with the environment:– Takes action before the ad loads and

rendered – When the user is not human (bot)– Multi-tasks: minimizes browser,

opens another tab, switches browser

Viewability Demo

Viewability – Channel Review

Mobile– Black box – untapped

market, lack of transparency in measurement

– No standards in place yet – no proposed 3MS definition

– Mobile web and responsive design

– In-app measurement is a challenge

– Varied ad formats and screen sizes

Video– Different type of

engagement – long form

– Higher CPMs – lucrative channel

• Attracts fraud– 3MS definition for a

viewable video impression

• 2 continuous seconds of the ad is played, with 50% of pixels in view

Display– Relatively

simple compared to other channels

– 3MS standards built around display

– Primary focus has been on measurement but how do we account for RTB?

– Safeframes seem to be popular but hard to enforce

Programmatic & Viewability

ProgrammaticOptimizing for viewability

Leveraging data at scale to make effective buying decisions

Where do we go from here?

• Viewability or vCPM is a proxy that better aligns advertisers’ targets and goals versus the CPM

• A viewable ad has a different value to different advertiserso Other factors contribute to ad value, for example: context, geography of where the ad is served, audience

• Paying for viewability – no loserso Today it is based on billing for served impressions; in the future it will be based on targeting and the likelihood for

impressions to be in viewo Advertisers – increased chance to connect with target; more ads are shown to more people, driving performanceo Publishers – differentiate and price according to the viewability level and length

Viewability as a planning tool for the advertiser

Viewability as a currency for the industry

Viewability as a site optimization tool for publishers

• Eliminating technology barriers for measurement

• Share of view

• Viewability as the gateway to ad engagement

• Adoption of new ad formats optimizing for length of viewability

• Dynamic pricing – viewability as a currency 2.0

Viewability 2.0

If you remember only 5 things:

1. Viewability as a currency is happening

2. Ads not in view by a HUMAN can’t make an impact

3. Viewability is vital to attribution measurements across all channels (display/video/mobile)

4. Paying for viewability is a step in the right direction, but you need to evaluate the value for your brand by considering other parameters

5. Not all MRC accredited vendors have the same measurement capabilities

Thank You.