Programmatic IO 2022 Programmatic IO 2022

How industry actors are working on ad viewability issue

25 October 2017

The measurement of ad viewability remains a pressing topic, although publishers had raised it many times before.

Viewability of ads is the metric that directly defines the revenue publishers receive. It also can be perceived as the way to squeeze more money out of advertisers. That’s why so many speculations and worries surround it.

Viewability metric tracks two parameters – the percentage of a visible space of an ad and the time it is visible for.

ad viewability

Picture source: AppNexus

IAB launches SDK to measure in-app ad viewability

The use of different third-party codes within your app is both complex and risky. A single SDK integration is a unified support for all solutions. And who could be better for providing a unified solution than the industry’s main standards setter?

IAB has offered a limited beta access to its own open source SDK for viewability measuring. Mobile app developers can insert IAB’s SDK into their app’s code and gather third-party analytics.

It will answer 4 important questions:

  • if the ad has been viewed
  • the time the ad has been viewed for
  • the amount of impressions
  • the invalid traffic volume

Open Measurement SDK has the following key adavantages:

  • single integration,
  • unified standards,
  • increased volume of inventory that can be measured, and
  • collaboration of industry actors based on open source nature.

New viewability standards and measurement tools

IAB didn’t bring up the topic out of blue. GroupM pioneered with an idea to switch from 100% in view to 50% for the ad banners viewability metric not so long ago. The main motivation was the influence of social media. Users scroll news feed so fast they might not even see the advertising.

GroupM’s next step is to define the metrics for video ads. They announced their plan to cooperate with third-party verifiers for the analysis of social media videos. The goal is to create new duration metrics for the videos played in social networks news feeds.

One more active doer in this direction is comScore. The company has launched its own free measurement tool. They also encourage to focus on other important metrics.


The developments on the viewability measurement will continue for sure. Don’t want to miss anything new? Follow our blog to get all important news from the digital advertising market.

Want to learn more?

    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    App Developer
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Others
    Ad Network Owner
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Supply
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    Select
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Other/Not Sure
    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    You Might Also Like
    Data Architecture Optimization Case

    Admixer Development Team helps advertisers and publishers to overcome technical difficulties in development of their in-house solutions. The most common problem for media companies is handling large amounts of data. Building the right solution in this area can save a lot of money and resources and significantly increase operational efficiency. Admixer, having great experience in […]

    Data Architecture Optimization
    AdTech custom development: Simpals Data Architecture Optimization Case

    Admixer Development Team helps advertisers and publishers to overcome technical difficulties in development of their in-house solutions. The most common problem for media companies is handling large amounts of data. Building the right solution in this area can save a lot of money and resources and significantly increase operational efficiency. Admixer, having great experience in […]

    Read more
    Ad Tech Events 2022

    Table of contents: Advertising events in Europe 2022 Advertising events in the US 2022  Advertising events in Asia and Australia 2022 As covid restrictions become looser, the advertising world is returning to personal communication. After two years of exclusively online events, the largest advertising conferences and exhibitions are making a comeback. This year advertisers, publishers, […]

    Ad Tech events 2022
    Ad Tech Events 2022

    Table of contents: Advertising events in Europe 2022 Advertising events in the US 2022  Advertising events in Asia and Australia 2022 As covid restrictions become looser, the advertising world is returning to personal communication. After two years of exclusively online events, the largest advertising conferences and exhibitions are making a comeback. This year advertisers, publishers, […]

    Read more
    OpenRTB Version 2.6

    Table of contents: Pod Bidding for CTV More context for Buyers  User-Agent content structuring AdCOM Lists for more flexibility Admixer already supports OpenRTB 2.6 On the 12th of April IAB Tech Lab announced the finalization the OpenRTB 2.6 draft, and reported that the new standard is ready for implementation. It is really good news for […]

    OpenRTB version 2.6
    OpenRTB 2.6 is ready for implementation. What is new in this version of protocol?

    Table of contents: Pod Bidding for CTV More context for Buyers  User-Agent content structuring AdCOM Lists for more flexibility Admixer already supports OpenRTB 2.6 On the 12th of April IAB Tech Lab announced the finalization the OpenRTB 2.6 draft, and reported that the new standard is ready for implementation. It is really good news for […]

    Read more

      Stay updated with Admixer
      Privacy Policy