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Correctly Measured Viewability DIY March 2019

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Despite standards, viewability measurements done by "black box" vendors are not reliable because they cannot be independently verified for accuracy.

Marketers should DIY (do it yourself) using standard browser javascript code to double check if the measurements from the vendors are even close.

With published estimates of viewability in the 60 - 80% range, it is likely very far off. Look at the directly measured data in the following charts and see for yourself what correctly measured viewability looks like.

Published in: Data & Analytics
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Correctly Measured Viewability DIY March 2019

  1. 1. March 2019 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Correctly Measured Viewability - DIY March 2019 Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 .7239
  2. 2. March 2019 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou “Actual viewability may be lower than you think. You should measure it yourself to double-check and it should be measured in-ad.”
  3. 3. March 2019 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou (2018) Code to alter viewability “the [malicious] code used by NMG is designed to interfere with the ability of third-party measurement systems to determine how much of a digital ad was viewable during a browsing session. This code manipulated data to ensure that otherwise unviewable ads showed up in measurement systems as valid impressions, which resulted in payment being made for the ad.” Buzzfeed, March 2018
  4. 4. March 2019 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Here’s how to measure it yourself and verify the data you are given.
  5. 5. March 2019 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Viewability Measurement Notes Direct measurement is necessary, measurement done in-ad • Viewability must be measured in-ad. On-site measurements are also valid, and this can be corroborated by analyzing the page layout – where the ad slots are arrayed on the page. • Desktop and mobile web are similar since browsers are standard; but app impressions must be separated out because measurement reliability in-app is low; • Scrolling in mobile means actual viewability is very low • Things should add up to be 100% (internal data consistency) visibilityState (is browser minimized or tab active?) intersection (is the ad slot in the viewport?) viewable = x
  6. 6. March 2019 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Campaign 1 - B2C Programmatic media – desktop, mobile, app desktop only mobile web only app only hasFocus:1 4.2% 8% 0.2% 1% 0.1% 0% -hasFocus:1 47.9% 92% 37.2% 99% 10.5% 100% 52.1% 37.4% 10.5% 100.0% visibilityState:visible 41.2% 79% 37.0% 99% 6.9% 65% -visibilityState:visible 10.9% 21% 0.4% 1% 3.7% 35% 52.1% 37.4% 10.5% 100.0% intersection >50% 18.1% 35% 1.4% 4% 2.3% 22% -intersection >50% 34.0% 65% 36.0% 96% 8.2% 78% 52.1% 37.4% 10.5% 100.0% measured viewable 18% 1% 2%
  7. 7. March 2019 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Campaign 2 - B2C Programmatic media – desktop, mobile, app desktop only mobile web only app only hasFocus:1 1.9% 3% 6.0% 28% 0.4% 2% -hasFocus:1 56.3% 97% 15.5% 72% 20.0% 98% 58.2% 21.5% 20.3% 100.0% visibilityState:visible 37.1% 64% 19.4% 91% 17.8% 88% -visibilityState:visible 21.1% 36% 2.0% 9% 2.5% 12% 58.2% 21.5% 20.3% 100.0% intersection >50% 13.0% 22% 2.3% 11% 14.4% 71% -intersection >50% 45.3% 78% 19.2% 89% 5.9% 29% 58.2% 21.5% 20.3% 100.0% measured viewable 12% 2% 4%
  8. 8. March 2019 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Campaign 3 - B2C Programmatic media – more desktop, mobile, app desktop only mobile web only app only hasFocus:1 1.5% 2% 0.1% 1% 0.0% 0% -hasFocus:1 73.0% 98% 13.1% 99% 12.3% 100% 74.4% 13.2% 12.3% 100.0% visibilityState:visible 41.1% 55% 12.8% 97% 10.1% 82% -visibilityState:visible 33.3% 45% 0.5% 3% 2.2% 18% 74.4% 13.2% 12.3% 100.0% intersection >50% 17.3% 23% 0.9% 7% 3.9% 32% -intersection >50% 57.2% 77% 12.3% 93% 8.4% 68% 74.5% 13.3% 12.3% 100.0% measured viewable 15% 1% 4%
  9. 9. March 2019 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Campaign 4 - B2C Programmatic media – desktop, mobile, more app desktop only mobile web only app only hasFocus:1 1.0% 3% 2.1% 7% 0.0% 0% -hasFocus:1 32.3% 97% 26.6% 93% 38.0% 100% 33.3% 28.7% 38.0% 100.0% visibilityState:visible 23.7% 71% 28.2% 98% 36.0% 95% -visibilityState:visible 9.7% 29% 0.5% 2% 2.0% 5% 33.3% 28.7% 38.0% 100.0% intersection >50% 12.6% 38% 2.8% 10% 30.6% 81% -intersection >50% 20.7% 62% 25.9% 90% 7.4% 19% 33.3% 28.7% 38.0% 100.0% measured viewable 12% 3% 3%
  10. 10. March 2019 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Campaign 5 – RON, 1c CPM Programmatic media – desktop, heavy mobile, no app desktop only mobile web only app only hasFocus:1 0.1% 1% 0.1% 0% 0.0% 0% -hasFocus:1 22.1% 99% 77.5% 100% 0.2% 100% 22.2% 77.6% 0.2% 100.0% visibilityState:visible 6.0% 27% 75.2% 97% 0.1% 58% -visibilityState:visible 16.3% 73% 2.4% 3% 0.1% 42% 22.2% 77.6% 0.2% 100.0% intersection >50% 3.4% 15% 1.5% 2% 0.1% 56% -intersection >50% 18.8% 85% 76.0% 98% 0.1% 44% 22.2% 77.6% 0.2% 100.0% measured viewable 3% 2% 0%
  11. 11. March 2019 / Page 10marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Exchange 1 Programmatic media – desktop, mobile, app desktop only mobile web only app only hasFocus:1 4.5% 8% 0.0% 0% 0.0% 0% -hasFocus:1 54.8% 92% 27.9% 100% 12.8% 100% 59.3% 28.0% 12.8% 100.0% visibilityState:visible 42.4% 71% 26.9% 96% 11.2% 88% -visibilityState:visible 16.9% 29% 1.1% 4% 1.5% 12% 59.3% 28.0% 12.8% 100.0% intersection >50% 16.5% 28% 4.8% 17% 4.7% 37% -intersection >50% 42.8% 72% 23.1% 83% 8.1% 63% 59.3% 28.0% 12.8% 100.0% measured viewable 16% 5% 5%
  12. 12. March 2019 / Page 11marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Exchange 2 Programmatic media – desktop, mobile, app desktop only mobile web only app only hasFocus:1 0.5% 1% 0.0% 0% 0.0% 0% -hasFocus:1 84.7% 99% 9.7% 100% 5.0% 100% 85.3% 9.7% 5.0% 100.0% visibilityState:visible 31.7% 37% 9.0% 93% 4.6% 92% -visibilityState:visible 53.5% 63% 0.7% 7% 0.4% 8% 85.2% 9.7% 5.0% 100.0% intersection >50% 9.4% 11% 1.0% 10% 0.7% 13% -intersection >50% 75.9% 89% 8.8% 90% 4.4% 87% 85.2% 9.7% 5.0% 100.0% measured viewable 9% 1% 1%
  13. 13. March 2019 / Page 12marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Viewability vs Ad Blocking Measurement accuracy depends on a number of factors Viewability Ad Blocking • Is dependent on the page layout, where the ad is • Must be measured in-ad; direct measurement is key • In-app impressions must be separated out; desktop and mobile web are similar • Is related to the browser/ tech used by the user • Must be measured on-site; direct measurement is key • Desktop must be separated from mobile • Bots should be excluded, % of data not measurable should be disclosed
  14. 14. March 2019 / Page 13marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou About the Author Augustine Fou, PhD. acfou [@] mktsci.com 212. 203 .7239
  15. 15. March 2019 / Page 14marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Researcher 2013 2014 Published slide decks and posts: http://www.slideshare.net/augustinefou/presentations https://www.linkedin.com/today/author/augustinefou 2016 2015 2017 20192018

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