What is Viewability and How to Improve It?

What is Viewability and How to Improve It?

What is Viewability?

Viewability is an advertising metric that tracks impressions seen by users. For example, an ad unit placed at the top of a web page will have a much higher viewability than an advert located at the bottom of the page. 

All of our demand partners adhere to the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) definition of viewability which is as follow:

 

Why is this important for publishers?

Advertisers and buyers are increasingly asking for viewable ad impressions. Premium advertisers in particular only bid on high-viewability ad inventory (60%+). Improving the overall viewability of your ad inventory will increase both the ad fill rate and overall eCPM of your website. Based off the data that we have, we have seen about a 2.3% increase to eCPM for every 1% of viewability improved.  

How to improve viewability?

  1. Improving ad placement - Putting ad units at a spot on the page where users spend the most time on during a visit will yield high viewability (e.g. an ad unit in between paragraphs on editorial pages).  Higher is not always better, ad units located at the fold on mobile (edge of the screen on the first load), yields about 15%-20% higher viewability than ads placed at the top of the page.
  2. Improve site speed - Publift ad set-up by default loads in parallel with contents on the page (asynchronous). The faster your page loads the faster the ads will as well. This reduces the chance of users scrolling pass or leaving the site before the ad units load. 
  3. Adding in larger ad sizes - The 970x250 and 300x600 ad sizes have about 5% higher viewability than their 728x90 and 300x250 counterpart. 
  4. Implementing sticky ads - Making ad units stick to the page as users scroll through a web page's content. 
  1. Enabling ad refresh - Ad unit will refresh after a set interval. Ad refresh only triggers when the ad unit is in-view, therefore, all refreshed impression will have very high viewability.
  2. Enabling lazy-loading - Ad request will be made only when the ad unit comes into view or slightly ahead of the ad unit coming into view
Please contact the Account Management team for a full viewability analysis. 

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