Factors that affect Ad Viewability and best practices to improve them

Many of us are aware that ads are calculated by impressions. When a page loads and if the ad is anywhere on that page, it counted. But there was a serious problem with this; that if the ad lies beneath the fold of page and the user didn’t scroll to see it was an obvious problem with this: if the ad was below the fold of the page, and the user didn’t scroll down to see it, the ad cannot be seen then. And unseen advertisements don’t deliver results impacting the Advertisers revenue. With more and more advertisers today looking for transparency and effectiveness, ad viewability comes in.

Viewability is a metric that advertisers use to evaluate the number of times an ad is “viewed” throughout the campaign. As per the IAB’s (Internet Advertising Board) recent description — “viewability is when half of ad (ie 50%) is in view for one second”. It is significant to mention that the definition from IAB is one of the most debatable descriptions in digital capacity today. Though there are a lot of definitions and methods for viewability to be constant across the industry, “best case” is what needs to be considered.

Ads viewability is greatly linked to the publisher’s profits. Thus, maximizing it will help in getting an improved return on investment. The term “ad viewability” simply refers to the visibility of your ads to users. It plays a huge responsibility for website performance. However, the concept is pretty new in digital advertising, ads viewability has been trending a lot.

Click here to learn about the factors that affect ad viewability and best practices.