Forget Viewability: Your Ads Aren’t Serving
We were buying significant inventory across well-known, major exchanges, but it was as if our ads weren’t being served at all. First is the load rate, which is the ratio of rendered impressions – the number of ads that are served – over requested impressions, or the number of impressions won in auctions. Most of us will agree that there are unavoidable cases, through no fault of the exchange, DSP or ad server, where an ad fails to load. The user, for example, closed a web page too quickly.