Browsers Can Determine Whether Viewability is Measurable

We’ve been yakking about viewability in display ads for more than two years, and now it’s finally going to happen. When we first began to develop our high impact formats, we tested them with comScore, where they were judged 99% viewable. But the IAB’s Metrics That Matter initiative has upped the ante, and the Media Rating Council has given us a choice of eleven vendors who can help advertisers make more savvy buys.  But now we hear that some media buyers are going to specify 100% viewability, so we’re going back to the drawing board to see how best to get that last 1%. It may not be possible right now, but we’ll still try.

Since we’re now highly focused on both mobile and video, we decided to run some tests of our newer formats with Moat, one of the  companies certified by the Media Rating Council, to  see how well our mobile and video ads perform. (We’ll let you know.) In doing research on the vendors certified to test viewability, we found there are some differences in what and how they measure.

For example, some of the certified companies have no independent capability to measure viewability within cross domain iFrames, but simply offer publishers iFrame Bridge technology. Others leverage “Frame Buster” code, which allows for measurement within iFrames. And still others can measure viewability for some browsers, but not  in Webkit browsers. That means using their viewability technology doesn’t allow you to measure impressions in  Safari, Opera, and perhaps also Chrome.

When you combine the different browsers with the added complexities of video and mobile rather than simple  static display ads, you quickly realize that metrics will have to improve before viewability can truly be accurately measured across a multi-screen campaign.

What does this mean for advertisers? We think for now it means that 100% viewable is too much to expect for a campaign that may be running on many different browsers. Media planners are going to have to learn more about the subtleties of viewability before they begin buying on it, and they’re going to have to learn what is possible and what is pie in the sky for now.

That doesn’t mean we shouldn’t all aim for making more ads viewable; it’s just that we should know where the line is between possible and impossible.


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