Concerns regarding ad viewability have contributed to a system of distrust in our digital media ecosystem. Everyone trades ad inventory using CPM (cost per thousand impressions), but how exactly does the IAB define that metric? Back in 2004, here’s what they came up with for their “Ad Impression Measurement Guidelines.”
A measurement of responses from an ad delivery system to an ad request from the user’s browser, which is filtered from robotic activity and is recorded at a point as late as possible in the process of delivery of the creative material to the user’s browser— therefore closest to actual opportunity to be seen by the user.
Two methods are used to deliver ad content to the user — server-initiated and client-initiated. Server-initiated ad counting uses the site’s web content server for making requests, formatting and re-directing content. Client-initiated ad counting relies on the user’s browser to perform these activities (in this case the term “client” refers to an Internet user’s browser).
This Guideline requires ad counting to use a client-initiated approach; server-initiated ad counting methods (the configuration in which ad impressions are counted at the same time the underlying page content is served) are not acceptable for counting ad impressions because they are the furthest away from the user actually seeing the ad.
Hold on, you might be wondering “WTF is Viewability?” (via Digiday)
Most demand-side platforms and media buying agencies don’t want advertisers to know the questions that savvy customers ought to ask. However, Marc Pritchard laid down the law (via AdAge), establishing that P&G would only accept the MRC-validated viewability standard for programmatic transactions (via IAB). Here’s their 4-step plan to bring transparency to the media supply chain (via The Drum).
Last year, Facebook, Google and other platforms had plenty of issues with viewability measurement. Here’s a nice summary of the current state of those walled gardens (via AdExchanger).
The Wall Street Journal first broke the story in September of last year, reporting that “Facebook Overestimated Key Video Metric For Two Years.” This prompted $FB to release a Metrics Reporting Update in November. However, these updates left much to be desired (via Business Insider).
In January of this year, Facebook introduced “Greater Transparency Through Measurement Partnerships,” which seemed to quell the criticism. Recently, they announced “New Partners for Ad Viewability Verification.”
Back in December of 2014, Think with Google released these 5 Factors of Viewability, and since then, AdSense has maintained a strict definition of viewable ads — whether TrueView or Active View. In response to Facebook’s troubles, Google started auditing more YouTube ad metrics this February (via Recode). And in March, Think with Google unveiled this report: Supporting the Ad Industry: Measuring What Matters.
Honestly, intrusive ad formats are not always viewable. The standards vary across platforms (see below).
If you know a certain brand supports an influential creator, why not engage with that sponsor’s clickable watermark and help authentic producers earn a living? Just pay attention and genuine storytellers will earn revenue, and you don’t even have to open your wallet!
A variety of professional organizations support ad viewability verification. Four of the main players include MOAT, Integral Ad Science, DoubleVerify and comScore.
IAB — New Viewability Standards
- More than 50% of the pixels in the ad or video player must be visible on a user’s screen.
- The browser tab on which the video ad is being served must be active.
- The video ad has to comply with the above indicators for at least 2 seconds.
Stay above the fold! Why not require 100 percent of the pixels on the screen?
Are we in the midst of a “Quest for One Standard Viewability Metric” (via AdAge) or “Is Viewability a Sideshow” (via BeetTV)?
Some have proposed that viewability rewards intrusive ads (via AdExchanger), but our goal is to provide unforced impressions, or voluntary engagement. Similar to reward-style advertising, except you’re watching ads to help your favorite creators get paid.
Recently, comScore started offering free ad viewability measurement. Maybe now the industry can move on from this seemingly trivial problem… Eventually, the market will realize watch time, clicks and the power of distribution are the best ways to measure views. People choose whether to engage with ads!
