AD VIEWABILITY

BY : SAJANI. R
AGENDA:

• WHAT IS AD VIEWABILITY
• WHY DID AD VIEWABILITY CONCEPT COME INTO EXISTENCE
• WHEN IT WAS INTRODUCED
• REQUIREMENT TO DETERMINE THE VIEWABLE IMPRESSION
• BENEFIT OF AD VIEWABILITY
• BASIC TROUBLESHOOTING PARAMETERS
• TO CONCLUDE
AD VIEWABILITY:

AD VIEWABILITY CAN BE DEFINED AS THE ONLINE ADVERTISEMENT METRIC

WHICH KEEPS THE TRACK OF THOSE IMPRESSIONS WHICH ARE ACTUALLY
VIEWED BY CUSTOMER’S.
AD VIEWABILITY CONCEPT COME INTO
EXISTENCE

AD VIEWABILITY CONCEPT CAME INTO EXISTENCE BECAUSE ADVERTISER STARTED TO

COMPLAIN AND EXPECTED PROOF ABOUT THEIR AD BEING VIEWED BY TARGETED VIEWER’S.
HENCE THE IAB REPORTED THAT 54% OF ALL ONLINE ADVERTISEMENT IS NOT SEEN BY
USERS AND THIS WAS CONCLUDED BY LOOKING FACTORS LIKE
• AD LOADED OUT OF SIGHT OF THE USERS SINCE USER DOES NOT SCROLL THE PAGE.
• AD BLOCKERS
• NETWORK ISSUES
THUS ADVERTISER GETTING EDUCATE ABOUT SUCH FACTORS MADE THEM TO REALIZED TO
PAY ONLY FOR VIEWABLE ADS NOT JUST SERVED IMPRESSIONS THUS LEAD TO NEW METRIC
CPMV (COST PER MILE VIEWABLE ADS)
INTRODUCED AD VIEWABILITY:

GOOGLE INTRODUCED AD VIEWABILITY IN DECEMBER 2013 CONSIDERING

THE REQUIREMENT AS PIXEL AND TIME.
PIXEL: MINIMUM 50% PIXELS OF THE AD MUST BE VISIBLE IN VIEWABLE
SPACE OF THE BROWSER.
TIME: POST AD RENDER THE AD MUST BE VISIBLE IN THE BROWSER FOR A
MINIMUM TIME OF ONE CONTINUOUS SECOND.
REQUIREMENT OF A VIEWABLE IMPRESSION:

• USER ACTIONS: USER ACTIVELY INTERACTING WITH THE AD

• LARGE DISPLAY ADS: FOR THE LARGER DISPLAY ADS THE CRITERIA
CHANGES TO 30% OF THE PIXEL REQUIREMENT
BENEFIT OF AD VIEWABILITY

BEFORE THE INTRODUCTION OF THE CONCEPT AD VIEWABILITY,

ADVERTISERS USED TO PAY FOR THE IMPRESSIONS WHICH ARE ACTUALLY
SERVED BUT NOT VIEWED. SO THEY HAVE TO BEAR A LOSS OF SEVERAL
DOLLARS. HOWEVER, CURRENTLY THE STANDARD HAS BEEN SHIFTED
FROM IMPRESSION SERVED TO IMPRESSIONS VIEWED.
BASIC TROUBLESHOOTING PARAMETERS TO BE
CONSIDERED:

WE CHECK FOR ADK AND ADKS= PARAMETERS IN CHARLES/DEVELOPER

TOOLS AND IF THEY AREN’T FOUND, THEN THE REQUEST IS NOT ELIGIBLE
FOR VIEWABILITY.
TO READ THE ACTIVE VIEW PING BACKS, CHECK FOR &OID PARAMETER,
AND IF IT’S MISSING THEN THE GPT IMPLEMENTATION HAS LIKELY BEEN
MODIFIED IN AN UNSUPPORTED WAY.
IF THE CREATIVE IS BREAKING OUT OF THE IFRAME THEN &BS PARAMETER
OF THE ACTIVE VIEW PING BACK WILL BE A NEGATIVE NUMBER.
TO CONCLUDE:

AD VIEWABILITY REPRESENTS A SIGNIFICANT CHANGE IN THE WAY, ITS

PROVEN THAT GREATER AD VIEWABILITY IMPROVES PERFORMANCE OF THE
BRAND AND DIRECT RESPONSE CAMPAIGN.
THANK YOU

QUERIES?