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X-Series: Metrics 2014: Measurability and Viewability
This document summarizes a presentation on measurability and viewability given by Ian Hewetson. It discusses key metrics around viewability standards, discrepancies between measurement vendors, and how viewability and measurability vary across factors like browser type, publisher, programmatic buys, and domain. Charts show relationships between these factors and viewability/measurability levels. It cautions that viewability alone is an incomplete metric and recommends choosing partners who report on multiple dimensions like fraud. Transparency around domain and measurement is important for accuracy.
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X-Series: Metrics 2014: Measurability and Viewability
- 1. IAB X-Series: Measurability &Viewability Presented by: Ian Hewetson, VP Client Services December 4, 2014
- 2. Quality, Transparency &Measurability 2 “Think about what this means for us as an industry. When we're rejecting 75% to 85% of the impressions available, that's a problem.” Julie Fleischer, Kraft Foods
- 3. 3 The Basics • IABstandard: 50% of the pixels of an ad must be in view for 1 second or longer • …although, some advertisers are already demanding more (on Nov 10, AdAge reported that Unilever and Group M require 100% in view)
- 4. 4 Technical Standards Originally, theviewability standard was meant to be transactional As of now there are still big discrepancies between all of these 16 vendors certified by the MRC. This means that budget reconciliation between publishers and advertisers remains a challenge.
- 5. 5 The two methodsof measurement 1) Geometric – the position of the browser window on the page is compared with the position of the ad. This method is standardized across multiple vendors. 2) Browser Optimization – based on the processor activity as an ad comes into view of the browser. This method has multiple variations between vendors. For this study, eyereturn used the geometric method.
- 6. Why look atMeasurability + Viewability? 6 Organic Kale Chips BBQ Looking at Viewability alone is like looking at a nutrition label without taking into account the serving size… Looks pretty good!
- 7. Why look atMeasurability + Viewability? 7 Organic Kale Chips BBQ ….but maybe the results aren’t as good once you dig a little deeper!
- 8. • Research Background •Results • Observations • Key Takeaways 8
- 9. 9 282,987,300 standard displayimpressions No mobile, no pre-roll video Impressions ran between October 1 and 31, 2014 Post click / viewthrough conversions measured where applicable Research Background
- 10. 10 Impressions Analyzed 282,987,300 impressionsanalyzed from ad serving October 1 to 31, 2014
- 11. • Research Background •Results • Observations • Key Takeaways 11
- 12. 12 Introduction to theGraphs Viewability Measurability Viewability vs Measurability
- 13. 13 Viewability & Measurabilityby Browser Type Viewability Measurability 25 million 50 million 75 million Impressions
- 14. 14 Viewability & Measurabilityby Browser Type Viewability Measurability Chrome Firefox IE Safari
- 15. 15 Viewability & Measurabilityby Publisher Viewability vs Measurability by Publisher Viewability Measurability 1 millionimpressions 2 millionimpressions 3 millionimpressions 4 millionimpressions
- 16. 16 Viewability vs Measurabilityby Programmatic Viewability Measurability Viewability & Measurability by DSP 5 millionimpressions 10 millionimpressions 15 millionimpressions
- 17. Viewability & MeasurabilityPublisher vs DSP 17 Publisher Programmatic Publisher Impressions 10 million 20 million 30 million 40 million 50 million Measurability Viewability
- 18. Viewability & Measurability– Top DSPs 18 There are DSPs that provide you with better quality inventory 30,000,000 35,000,000 40,000,000 45,000,000 50,000,000 Impressions Viewability Measurability
- 19. 19 Viewability & Measurabilityby “Premium” Domains Does site “Quality” = higher levels of Measurability? Viewability Measurability 100,000 200,000 300,000 400,000 500,000 Impressions
- 20. 20 Viewability & Measurabilityby Suspicious Domains Fraud sites often optimize towards viewability High Viewability ≠ High Measurability Viewability Measurability 250,000 Impressions 500,000 750,000 1,000,000
- 21. 21 CPM effect onViewability & Measurability Do higher CPMs give you more Measurable Inventory & Higher Viewability? Viewability vs Measurability for higher cost inventory Viewability Measurability CPM Scale
- 22. • Research Background •Results • Observations • Key Takeaways 22
- 23. 23 False Economy? Theinfluence of viewability on eCPM $2.50 $2.96 $6.40 $11.02 Total Inventory Artifical Removed Out of View Removed Unmeasurable Removed 100% 84% 39% 27% CPM
- 24. 24 Traditional Conversion Tracking– Total View-throughs Total Conversions: 1372 How Does Viewability Relate to Conversions? Total Conversions: 197 Tracking with Certainty – Only Measurable and Viewable
- 25. 25 Behind the HighViewability Screen High Viewability doesn’t mean a thing without knowing Measurability What your average DSP will show you What you should ask your DSP to show you
- 26. 26 Advertisers and publishersoften use different vendors resulting in discrepancies As the market consolidates we see verification vendors looking to become the standard on both the buy and sell side resulting in some interesting market pressures In the few deals we’ve seen, publisher CPMs increase if the buy is negotiated based on viewability. Whose numbers are right?
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- 28. 28 Publisher Policy –A sample excerpt • Buyer and seller agree to a percentage of traffic that will be guaranteed viewable based on IAB standards. • If buyer chooses to use a viewability vendor other than the one used by publisher, rates must be within 10%, or publisher viewability numbers will prevail. • Both sides to provide weekly viewability numbers to the other party (paraphrased from Nov 17 admonsters blog post by Joe Luna, Fox News)
- 29. 29 • If arobot “sees” an ad – it IS considered viewable. • Viewability is not a valuable metric unless you minimize fraud before measuring. • Fraud sites are often engineered to show many ads above the fold. Where does fraud fit in?
- 30. • Research Background •Results • Observations • Key Takeaways 30
- 31. 31 • The keypredictor of measurability & viewability is transparency of domain • Where publishers are transparently identified, whether the buys are direct, or programmatic, measurability and viewability are both generally higher. • Even though this transparent inventory may be more expensive, these buys may ultimately offer more REAL value, in several ways: 1) Conversion costs become more accurate after removing non-human traffic, and measurable non-viewable traffic. 2) Transparent (ie friendly iframe) inventory is more easily vetted for non-human traffic, nested ads Analysis
- 32. 32 1) Make sureall the details of any viewability based buy are in a contract; including which party’s numbers will prevail. 2) Choose a partner who can report on multiple dimensions of viewability, including fraudulent sites, domain spoofing and non-human traffic. 3) Take a deeper look into viewability numbers. Are those viewable percentages coming from only measurable inventory? 4) Is it time to increase the CPM you are willing to pay to receive quality measurable and viewable inventory? Viewability Best Practices
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Editor's Notes
- #18 Publisher Direct = Red Dots Programmatic = Blue Dots