Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Beyond the fold and across channels
Viewability
Evolving Success Metrics
Past
“Served” impression
“Above the fold”
Served ads counted by an ad
server
Disregarding renderi...
The Facts
Many ads are served but not viewable!
Total Industry
Direct Publisher
Exchange
Network
= 64% not viewable
Source...
Viewability
The stakeholders
The advertiser The publisher
I trick you
into serving
viewable
ads to me
The bot
Many influen...
Geometric
Method:
Covers all browsers
Geometric Method:
Covers Internet
Explorer and Firefox
(48% of browser
usage)
How is...
Measuring Viewability – Geometric
Capabilities:
• Accurately measures ads that run in:
• Friendly iframes
• Directly on a ...
Measuring Viewability – Browser Optimization
Capabilities:
• Accurately measures ads that run in:
• Friendly iframes
• Dir...
measurability
on campaigns*95%
+ +
=
Friendly iframe
measurement
Unfriendly
iframe
measurement
by Geometric
method
Unfrien...
When is an ad not in view?
• Quality of the environment:
– Ad loads in an area out of the user’s
browser
– Multiple ads pu...
Viewability Demo
Viewability – Channel Review
Mobile
– Black box – untapped
market, lack of
transparency in
measurement
– No standards in p...
Programmatic & Viewability
Programmatic
Optimizing 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 CP...
• Eliminating technology barriers for measurement
• Share of view
• Viewability as the gateway to ad engagement
• Adoption...
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 impac...
Thank You.
Upcoming SlideShare
Loading in …5
×

Integral Ad Science Viewability Presentation

13,257 views

Published on

Published in: Internet
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Integral Ad Science Viewability Presentation

  1. 1. Beyond the fold and across channels Viewability
  2. 2. 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 Payment based on
  3. 3. The Facts Many ads are served but not viewable! Total Industry Direct Publisher Exchange Network = 64% not viewable Source: IAS Database
  4. 4. Viewability The 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
  5. 5. 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
  6. 6. Measuring Viewability – Geometric Capabilities: • 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
  7. 7. Measuring Viewability – Browser Optimization Capabilities: • 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
  8. 8. 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.
  9. 9. 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
  10. 10. Viewability Demo
  11. 11. 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
  12. 12. Programmatic & Viewability
  13. 13. Programmatic Optimizing for viewability Leveraging data at scale to make effective buying decisions
  14. 14. 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 advertisers o Other factors contribute to ad value, for example: context, geography of where the ad is served, audience • Paying for viewability – no losers o 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 view o Advertisers – increased chance to connect with target; more ads are shown to more people, driving performance o 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
  15. 15. • 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
  16. 16. 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
  17. 17. Thank You.

×