Rather than simply looking at the number of views a video campaign gets, consider measuring how many seconds those ads are on screen.
Viewability for video ads is higher than for display, but the area’s high CPM rates make it an attractive area for fraud, notes an Integral Ad Science report.
It’s important to make sure your ads are being viewed by human beings, but that doesn’t tell you anything about the quality of the impressions that you’re getting.
Are advertisers wasting their money? A quarterly report finds that over half of all completed video ads aren’t in view.