Tagged: viewability

MRC chief says it’s time to move past viewability ‘fixation’

A study released in March by Extreme Reach found 73 percent of premium publisher video ads and 58 percent of ads on aggregator sites met the MRC viewability standard in the fourth quarter, up from 69 percent and 52 percent, respectively, a year earlier. Source: http://adage.com/article/digital/viewability/313309/

These Ad Units Proved to be Most Viewable in H2 2017

The average viewability rate for desktop display ads in the US was 54.7% during the second half of 2017, on par with the first half of the year, reports Integral Ad Science. Source: https://www.marketingcharts.com/advertising-trends/creative-and-formats-82908

Publishers are underwhelmed by the payoff from hitting viewability standards

The push for viewability gave the impression that advertisers would spend branding campaign dollars with publishers that had highly viewable ads, said Erik Requidan, vp of programmatic strategy at Intermarkets, which helps publishers including Drudge Report and The Political Insider market their ad inventory to buyers. So if viewability is being used as a secondary KPI, then buyers’ bids will be restricted to the publishers that meet a certain viewability threshold. Since buyers aren’t bidding on individual publishers, they’re not intentionally setting out to pay specific publishers more based on their viewability gains. Source: https://digiday.com/media/hitting-viewability-thresholds-pubs-underwhelmed-payoff/