Understand and learn about viewability and attention and why these metrics are important in digital advertising measurement.
There are several factors that can affect viewability.
Ads need to remain in view for at least one second—for display ads—or two seconds—for video. So ad placement matters. There are many things that can affect ad placement, including page load times or the responsiveness of the page’s design. Ad size and layout can also affect placement and therefore viewability. Which is why it is important to measure the viewability of your inventory and make optimization decisions about ad sizes and placements based on actual performance data.
Highly viewable inventory is becoming more valuable to advertisers. As digital advertising becomes more sophisticated, media buyers and sellers want to prove the value of their ads and use viewability as a way of calculating that value.
It has become a common practice to use MRC viewability standards. Because without a common measurement method, it’s impossible to determine the true value of a viewed impression or optimize and forecast inventory effectively. All digital media owners should work with an MRC-accredited third party to measure their inventory for viewability. This helps assure that their media investments meet industry viewability standards.
It also helps marketers make informed budgeting and optimization decisions for their campaigns. A third-party measurement provider, such as Oracle Moat, provides an independent position. Oracle is agnostic, and we don't sell or buy media. Our aim is to facilitate a safe environment for effective marketing. We strive to provide accurate IVT detection for all digital media, while recognizing that measurement constantly evolves. We continue to develop new, innovative ways to measure digital advertising effectiveness.