Viewability discrepancies explained
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Understand why viewability discrepancy is a myth
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Viewability discrepancies explained
- 1. WHAT IS VIEWABILITY ? what everybody knows and what most don’t
- 2. WHAT EVERYBODY KNOWS ABOUT VIEWABILITY… viewport IAB Standard Definition : An ad is considered viewed when 50% of it’s area is in the viewport during 1 continuous second.
- 3. WHAT MOST DON’T KNOW ABOUT VIEWABILITY ! * Viewability Measurers Accredited by MRC
- 4. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! * Viewability Measurers Accredited by MRC
- 5. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * Viewability Measurers Accredited by MRC
- 6. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * 1st measure 70% publisher adserver response * Viewability Measurers Accredited by MRC
- 7. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * 1st measure 70% publisher adserver response RTB 1 2nd measure 60% SSP response * Viewability Measurers Accredited by MRC
- 8. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * 1st measure 70% publisher adserver response RTB 1 2nd measure 60% SSP response * Viewability Measurers Accredited by MRC RTB 2 - 3rd measure 55% SSP response
- 9. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * 1st measure 70% publisher adserver response RTB 1 2nd measure 60% SSP response Last measure* 45% advertiser adserver response * Viewability Measurers Accredited by MRC RTB 2 - 3rd measure 55% SSP response
- 10. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * 1st measure 70% publisher adserver response RTB 1 2nd measure 60% SSP response Last measure* 45% advertiser adserver response SELL SIDE LOAD TIME * Viewability Measurers Accredited by MRC RTB 2 - 3rd measure 55% SSP response
- 11. WHAT MOST DON’T KNOW ABOUT VIEWABILITY Exemple of Attention Distribution 20 % 35 % 50 % 65 % 80 % 1 sec 2 sec 3 sec 4 sec 5 sec 6 sec 7 sec 8 sec ! Viewability 80% element in viewport * 1st measure 70% publisher adserver response RTB 1 2nd measure 60% SSP response Last measure* 45% advertiser adserver response SELL SIDE LOAD TIME BUY SIDE LOAD TIME * Viewability Measurers Accredited by MRC RTB 2 - 3rd measure 55% SSP response
- 12. KEY TAKE AWAY
- 13. KEY TAKE AWAY Zero discrepancy is a dream: Viewability rate depends on when you start measuring !
- 14. KEY TAKE AWAY Zero discrepancy is a dream: Viewability rate depends on when you start measuring ! Without header bidding, More programmatic partners = less viewability