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State of Viewability January 2019

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Viewability measurements are observed to be widely divergent from vendor to vendor and also even with the same vendor on the same page in the same campaign. Why? There are many factors that are not accounted for in current measurement tech, even accredited ones.

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State of Viewability January 2019

  1. 1. January 2019 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou State of Viewability January 2019 January 2019 Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 .7239
  2. 2. January 2019 / Page 1marketing.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 simply viewing 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; also scrolling in mobile means actual viewability is very low • From the data, there was no significant difference whether bots were excluded or not; this is likely because the campaigns being measured in this study had very little bots to begin with (good buying). • And yeah, things should add up to be 100% (internal data consistency) hasFocus (is browser the active window?) visibilityState (is browser minimized or tab active?) intersection (is the ad slot in the viewport?) viewable = xx
  3. 3. January 2019 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Exchange A vs Exchange B Exchange A has more confirmed humans, higher quality than B Exchange A, All CPMs exclude app app only blended hasFocus:1 4.2% 5% 0.5% 4.8% 4.7% 5% -hasFocus:1 84.7% 95% 10.6% 95.2% 95.3% 95% 88.9% 11.1% 100.0% visibilityState:visible 69.9% 79% 9.6% 86.1% 79.5% 80% -visibilityState:visible 19.0% 21% 1.5% 13.9% 20.5% 20% 88.9% 11.1% 100.0% intersection >50% 20.1% 23% 4.2% 37.4% 24.2% 24% -intersection >50% 68.8% 77% 7.0% 62.6% 75.8% 76% 88.9% 11.1% 100.0% viewable 0.8% 1.5% 0.9% (excl hasFocus:1) viewable 17.8% 32.2% 19.3% Exchange B, All CPMs exclude app app only blended hasFocus:1 0.4% 0% 0.0% 0.0% 0.4% 0% -hasFocus:1 95.1% 100% 4.5% 100.0% 99.7% 100% 95.5% 4.5% 100.0% visibilityState:visible 34.3% 36% 4.2% 92.2% 38.4% 38% -visibilityState:visible 61.2% 64% 0.4% 7.8% 61.6% 62% 95.5% 4.5% 100.0% intersection >50% 8.0% 8% 0.5% 10.9% 8.5% 9% -intersection >50% 87.5% 92% 4.0% 89.1% 91.5% 91% 95.5% 4.5% 100.0% viewable 0.0% 0.0% 0.0% (excl hasFocus:1) viewable 3.0% 10.0% 3.3%
  4. 4. January 2019 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou 2 Campaigns on the same DSP Quality and viewability are consistent for campaigns on same DSP Campaign A, All CPMs exclude app app only blended hasFocus:1 1.1% 1% 0.7% 4.8% 1.8% 2% -hasFocus:1 83.6% 99% 14.6% 95.2% 98.2% 98% 84.7% 15.3% 100.0% visibilityState:visible 61.1% 72% 13.7% 89.3% 74.8% 75% -visibilityState:visible 23.6% 28% 1.6% 10.7% 25.2% 25% 84.7% 15.3% 100.0% intersection >50% 17.1% 20% 7.4% 48.2% 24.5% 24% -intersection >50% 67.6% 80% 7.9% 51.8% 75.5% 76% 84.7% 15.3% 100.0% viewable 0.2% 2.1% 0.3% (excl hasFocus:1) viewable 14.6% 43.1% 18.3% Campaign B, All CPMs exclude app app only blended hasFocus:1 1.0% 1% 0.5% 2.7% 1.5% 2% -hasFocus:1 80.8% 99% 17.7% 97.3% 98.5% 99% 81.8% 18.2% 100.0% visibilityState:visible 57.8% 71% 12.9% 70.5% 70.6% 71% -visibilityState:visible 24.0% 29% 5.4% 29.5% 29.4% 29% 81.8% 18.2% 100.0% intersection >50% 11.2% 14% 5.2% 28.5% 16.4% 16% -intersection >50% 70.6% 86% 13.0% 71.5% 83.6% 84% 81.8% 18.2% 100.0% viewable 0.1% 0.5% 0.2% (excl hasFocus:1) viewable 9.7% 20.1% 11.6% OBSERVATIONS • Quality is virtually identical (dark blue and dark red similar across both campaigns) • Buying on the same DSP appears to yield very similar viewability results across campaigns • % of impressions from apps vs non-apps are consistent across campaigns
  5. 5. January 2019 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou 1cent CPM vs All CPMs No statistical difference between 1cent CPM inventory vs All CPMs Exchange A, 1c CPM exclude app app only blended hasFocus:1 4.9% 5% 0.0% 0% 4.9% 5% -hasFocus:1 92.0% 95% 3.1% 100% 95.1% 95% 96.9% 3.1% 100.0% visibilityState:visible 57.3% 59% 1.8% 59% 59.1% 59% -visibilityState:visible 39.6% 41% 1.3% 41% 40.9% 41% 96.9% 3.1% 100.0% intersection >50% 30.8% 32% 1.5% 48% 32.3% 32% -intersection >50% 66.1% 68% 1.6% 52% 67.7% 68% 96.9% 3.1% 100.0% viewable 0.9% 0.0% 0.9% (excl hasFocus:1) viewable 18.8% 28.4% 19.1% Exchange A, All CPMs exclude app app only blended hasFocus:1 4.2% 5% 0.5% 4.8% 4.7% 5% -hasFocus:1 84.7% 95% 10.6% 95.2% 95.3% 95% 88.9% 11.1% 100.0% visibilityState:visible 69.9% 79% 9.6% 86.1% 79.5% 80% -visibilityState:visible 19.0% 21% 1.5% 13.9% 20.5% 20% 88.9% 11.1% 100.0% intersection >50% 20.1% 23% 4.2% 37.4% 24.2% 24% -intersection >50% 68.8% 77% 7.0% 62.6% 75.8% 76% 88.9% 11.1% 100.0% viewable 0.8% 1.5% 0.9% (excl hasFocus:1) viewable 17.8% 32.2% 19.3% OBSERVATIONS • Quality is virtually identical (dark blue and dark red similar across both CPM ranges) • Buying on the same exchange appears to yield very similar viewability whether the CPMs were 1cent or all CPMs • % of impressions from apps is higher for higher average CPMs
  6. 6. January 2019 / Page 5marketing.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 excluded; desktop and mobile we 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

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