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Jan 2019 Update on Viewability and AdBlocking


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Ad blocking must be directly measured on-site; in-ad measurements are not accurate because ads are not supposed to be called in the first place when ad blocking is turned on .

Viewability also needs to be measured directly, with mobile app specifically carved out. Mobile web is the same as desktop web because browsers support the key javascript parameters in both.

Published in: Data & Analytics
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Jan 2019 Update on Viewability and AdBlocking

  1. 1. January 2019 / Page 0marketing.scienceconsulting group, inc. Q1 2019 Update Viewability / Adblocking January 2019 Augustine Fou, PhD. acfou [at] 212. 203 .7239
  2. 2. January 2019 / Page 1marketing.scienceconsulting group, inc. In-Ad vs On-Site Measurement Measurement is entirely different - on-site vs in-ad, mobile or not In-Ad (rides with marketers’ ad) On-Site (installed on-site by publisher) 0% humans 60% bots 60% humans 3% bots “measurements for viewability, bots, and ad blocking may vary widely depending on where the tag is placed – on-site or in-ad.”
  3. 3. January 2019 / Page 2marketing.scienceconsulting group, inc. Directly Measured Adblocking Direct measurement is necessary for accuracy of ad blocking numbers NOT ACCURATE (estimated from downloads) ACCURATE (measured on-site) This only counts the number of people who have downloaded ad blockers. This is not the same as people who are using it all the time. What is needed is direct measurement of ad blocking rates on sites that real humans visit. Mobile ad blocking is higher than Jan ‘18 but it remains lower than desktop, where browsers have plugins, and human use it.
  4. 4. January 2019 / Page 3marketing.scienceconsulting group, inc. Directly Measured Viewability Viewability on desktop and mobile web is different than in-app hasFocus (is browser the active window?) visibilityState (is browser minimized or tab active?) intersection (is the ad slot in the viewport?) viewable = xx