Viewability discrepancies explained
•
0 likes•218 views
The document discusses viewability in digital advertising. It is defined as an ad being 50% in the viewport for 1 continuous second. Viewability is often measured at different points, such as by the publisher, SSP, or advertiser, leading to varying reported rates. The longer the ad call chain, with multiple programmatic partners involved, the lower the measured viewability tends to be. The key takeaway is that achieving zero discrepancy in viewability metrics is difficult, as the measurement start point impacts the reported rate.
Recommended
Recommended
More Related Content
More from Frank Durousset
Recently uploaded
Recently uploaded (20)
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