Technical Guidance for Improving Viewability [INFOGRAPHIC]
The viewability of advertising, or whether it's actually seen by a consumer, is a hot topic in digital business today.
There are numerous solutions in the market that are developing ways to minimize the problem of advertisers paying for impressions they never actually receive. TubeMogul, for example, recently announced that it will be refunding advertisers for fraudulent (and we can assume accidental) video ad impressions, and last year Ooyala introduced a feature in its video ad campaign management workflow that enables advertisers to book campaigns based on ad completion in addition to traditional CPM. Progress is being made, but it's not the responsibility of networks like TubeMogul and Ooyala (or Google) exclusively - advertisers must also be focused on improving viewability.
Google recently published some rather useful technical guidance for improving viewability based on insights gathered and gained from its MRC-accredited viewable impression measurement technology Active View. The infographic, available below, addresses how to enable viewability measurement, optimize for speed and responsiveness, and lay out and load ads and content for optimal viewability.
The industry has a long way to go before viewability is no longer an issue, but digital advertisers are definitely excited to finally see some progress.
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