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Ad Viewability Needs for Digital Publishers

Ad viewability has become an important metric for digital publishers as more and more agencies and brands make it a requirement. What are digital publishers doing to satisfy this request of 100% viewability and how are they adjusting their sites? Which vendors are they using to measure viewability, and how are they getting all of this accomplished without compromising their revenue?

Some publishers say this is what keeps them up at night.

In order to better serve digital publishers in satisfying the viewability requirement, Ad-Juster is gathering information on which viewability metrics digital publishers are using today, how their ad billing is affected by viewability and what their greatest needs and challenges are surrounding viewability.

As of February 2015, Ad-Juster pulls viewability numbers from DFP, DFA, Nielsen and Moat. We are currently expanding the number of viewability data sources, as well as the number of viewability metrics associated with each vendor. We want to make sure this information flows up to Ad-Juster reporting, so that digital publishers can continue to get everything they need to fulfill viewability threshold requirements, understand discrepancies caused by viewability and efficiently process billing all in one place.

That’s why Ad-Juster has created a brand new Viewability Report; it is our newest custom template to expand our client’s daily reporting to include viewability metrics.

This report includes the following Viewability data fields: Viewable Impressions Measurable, Viewable Impressions, and Viewable Impression Percentage.

The report also shows the percentage of Campaigns with reported viewability metrics


Ad-Juster ad viewability report metricsas well as a breakdown by percentage of viewability thresholds across Campaigns.


Campaigns breakdown by percentage of viewability thresholds.

Our clients can run a copy of the Viewability Report today and see if their ad servers have access to viewability metrics.
We have created a short 6 question survey to give us a better picture of your viewability needs. Please take a minute to fill this survey and help us help you. If you have any additional requirements for viewability you would like to discuss, please reach out directly to your account manager to ensure we cover all of your needs.

These are the MRC Details on Reported Categories for Ad Viewability:

Viewable Ad Impression: These represent served impressions that can be determined with certainty to meet the viewable criteria, currently stated as at least 50% of the ad being viewed for 1 continuous second or more for display ads.

A single ad-view must meet both viewable criteria; in other words they are not cumulative for sub-second or less than 50% viewing instances.

Non-Viewable Ad Impression: These represent served impressions where the viewable status is not met, but they can be "seen" by the viewable decisioning function.

Undetermined Ad Impression: These represent served impressions where the viewable status cannot be determined because of any conditions that do not allow that decision to be made. For example: (1) if cross-domain I-Frames block the viewable determination, (2) clients not supporting Java script, and/or (3) any other issues where browser settings or serving conditions disallow verification of the ad position on the page or the time-viewed.
In addition to the three metrics above, the Measured Rate, the Viewable Rate, and the Impression Distribution are required metrics for reporting purposes.

To read the full MRC Viewable Ad Impression Measurement Guidelines please go to their site.

These are the MRC Accredited Viewable Display Impressions Companies:

comScore vCE-Validation
GLAM Media
Google Active View
Integral Ad Science
Microsoft Ad Expert
Yahoo! APT
WebSpectator for publishers
You can find the lists of other Digital Metrics Companies Accredited by MRC here.