--- title: "Average is Never Good: A Call to Embrace New Viewability Best Practices" description: By Eric Wheeler, CEO of 33Across Billions of dollars are at stake for publishers' advertising reven... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-14-08-4016-AM-Apr-10-2023-01-35-45-8887-PM-3-1.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Average is Never Good: A Call to Embrace New Viewability Best Practices ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [by Peter Devereaux](https://www.websitemagazine.com/marketing/author/peter-devereaux) 01 Dec, 2015 - - - [mailto:?Body=https://www.websitemagazine.com/marketing/average-is-never-good-a-call-to-embrace-new-viewability-best-practices](mailto:?Body=https://www.websitemagazine.com/marketing/average-is-never-good-a-call-to-embrace-new-viewability-best-practices) - Link Copied! ![Average is Never Good: A Call to Embrace New Viewability Best Practices](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-14-08-4016-AM-Apr-10-2023-01-35-45-8887-PM-3-1.png) By Eric Wheeler, CEO of 33Across **Billions of dollars are at stake for publishers' advertising revenue. The reason? They are at the mercy of the "domain average" used to establish viewability scores.** Media buyers typically measure ad views based on the average viewability of a website domain. That means they monitor a website but don't account for how key issues - such as load times, ad placement, website layout and historical averages - can distort the metrics, leaving the publisher with a watered down score and the advertiser with a less than optimal experience. Using a domain average is not an effective way to measure viewability. The good news is that advancements in viewability are being made. For example, several vendors such as OnScroll have emerged that won't even load an ad unit unless they know it will appear in view, while others differentiate through demonstrated higher viewability metrics. Still, the antiquated domain average metric remains the norm. The truth is that in-view ads are worth a lot more than the out-of-view ads. As an industry, online ad buys should use the viewability of individual units, not the historical average of all ads on websites. #### A Closer Look at the Problem Today, viewability rates are calculated by the average load percentage of all ad slot positions (top, side and bottom) over a period of time. For most viewability measurement companies, the evaluation process looks something like this: ad slot number one loaded 90 percent, while ad slot number three only loaded 20 percent of the time. When these two numbers are averaged, this website receives a 55 percent average viewability rate. However, slot one is way more valuable than slot three. Publishers that are engineering high viewability into their sites may not be getting enough credit for this effort and other publishers may be propping up slot threes with higher than actual average scores. Why are we evaluating the entire domain versus the individual ad? It may be easier, but the easiest path isn't always the best path. What des this average score mean to publishers and advertisers? Not much. #### Solutions: A Lens into the Future of Viewability As the industry demands higher viewability standards, publishers will need to ensure they can deliver. Here are three ideas for improving on the viewability benchmark today: **+ Make the shift from buying via domain average measurement to buying via ad unit measurement.** It delivers a much truer ad view metric that benefits the industry as a whole. It benefits advertisers with more specificity for better targeting and measurement. For publishers, it boosts credibility through viewability. By supporting a pricing model that drills down into the ad unit level as opposed to the domain average, publishers will attract more and higher level advertisers. **+ Find good viewability partners.** Publishers should work with viewability vendors like Integral Ad Science that make publishers more attractive by scoring the overall and specific ad unit viewability score for their site. **+ Redesign for Web and mobile.** Publishers need to redesign their sites to fully monetize them. The good news is that this is already starting to happen. AdAge recently reported that facing pressure from advertisers, dozens of media companies, such as Conde Nast, are re-evaluating where display ads appear to ensure viewability. Publishers should think about new placements, not just the standard placements in the same content blocks. They should be creative with how ads are inserted into the natural flow of content as viewed on various devices. Let's clear up a popular myth: People often perceive their ads will perform better if they are above the fold. This is not necessarily true; it depends on what the site visitors are doing. Scrolling down is actually a sign of an engaged audience, so test basic assumptions during this redesign phase. Above-the-fold metrics will quickly cede to currently "in view" and we'll all be better for it. An ad that's never seen is not worth much. ![Peter Devereaux](https://www.websitemagazine.com/hubfs/Peter_Devereaux.png) [Peter Devereaux](https://www.websitemagazine.com/marketing/author/peter-devereaux) As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field. - - - - - [mailto:peter.devereaux@websitemagazine.com](mailto:peter.devereaux@websitemagazine.com) #### Popular Post ### [31 Back-to-School Keyword Targets ![31 Back-to-School Keyword Targets](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/schoolbus-1-1-1-1.jpg)](https://www.websitemagazine.com/marketing/31-back-to-school-keyword-targets) ### [GoDaddy Goes .XXX ![GoDaddy Goes .XXX](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-15-39-1451-AM-Apr-10-2023-01-36-09-0977-PM-3-1.png)](https://www.websitemagazine.com/marketing/godaddy-goes-xxx) ### [23 Cool Tech Facts ![23 Cool Tech Facts](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/fact_100x100-2-1-1-1.png)](https://www.websitemagazine.com/marketing/23-cool-tech-facts) #### Subscribe to Our Newsletter! [![](https://a.impactradius-go.com/display-ad/13053-1438301)](https://semrush.sjv.io/c/3976891/1438301/13053)![](https://imp.pxf.io/i/3976891/1438301/13053) #### Latest in Marketing [![3 Tips to Make Your Website More User-Friendly in 2023](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/pexels-photo-2284350-1-1.jpg) 3 Tips to Make Your Website More User-Friendly in 2023](https://www.websitemagazine.com/marketing/3-tips-to-make-your-website-more-user-friendly) [![Web.com Launches New Professional QuickStart Website Service](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/pexels-photo-4348404-1.jpg) Web.com Launches New Professional QuickStart Website Service](https://www.websitemagazine.com/marketing/web-com-launches-new-professional-quickstart-website-service) [![6 Ways to Stretch Your Marketing Budget](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Feb-07-2023-03-32-33-0828-PM-Apr-25-2023-03-10-37-2214-AM-1.png) 6 Ways to Stretch Your Marketing Budget](https://www.websitemagazine.com/marketing/6-ways-to-stretch-your-marketing-budget) [![5 Reasons Visitors Leave Your Website and Website Tracking Tools to Track Website Visitors](https://www.websitemagazine.com/hubfs/pexels-photo-1008155.jpg) 5 Reasons Visitors Leave Your Website and Website Tracking Tools to Track Website Visitors](https://www.websitemagazine.com/marketing/5-reasons-visitors-leave-your-website) [![5 Lessons About Workplace Energy](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/distress-1-1-1-1.png) 5 Lessons About Workplace Energy](https://www.websitemagazine.com/marketing/5-lessons-about-workplace-energy) [![Y Combinator Startups to #WebTechWatch](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/startup-funding-4-1-1-1.jpg) Y Combinator Startups to #WebTechWatch](https://www.websitemagazine.com/marketing/y-combinator-startups-to-webtechwatch) [![gradient-regular@3x](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x.png?width=128&height=128&name=gradient-regular@3x.png)](https://www.websitemagazine.com/) 999 E Touhy Ave, Des Plaines, IL 60018   [info@websitemagazine.com](mailto:info@websitemagazine.com) [(888) 7WEBMAG](tel:18887932624) [(312) 313-6576](tel:13123136576) About - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Contact Us](https://www.websitemagazine.com/contact) Resources Membership - Login - Subscribe Signup for our newsletter © 2026 Website Magazine. All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Peter Devereaux", "url" : "https://www.websitemagazine.com/marketing/author/peter-devereaux" }, "dateModified" : "2023-05-01T21:32:38.213Z", "datePublished" : "2015-12-01T06:00:00.000Z", "headline" : "Average is Never Good: A Call to Embrace New Viewability Best Practices", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-14-08-4016-AM-Apr-10-2023-01-35-45-8887-PM-3-1.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/marketing/average-is-never-good-a-call-to-embrace-new-viewability-best-practices", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Peter Devereaux" } ], "headline" : "Average is Never Good: A Call to Embrace New Viewability Best Practices", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```