Data, automation, and measurement will forever shape the online ad-buying ecosystem, yet deep problems remain with viewability and deep-rooted fraud.
Is two seconds long enough to make an impression on potential customers? If the MRC’s preliminary guidelines stand, that’s when a mobile video ad will be considered viewable.
There’s been a lot of attention paid to video ad viewability rates, but not a lot of action. A report from Viant finds that viewability is flat, but some sites offer far higher viewability rates than others.
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.
While online advertisers still value a strong completion rate or view-thru rate for their videos, viewability is quickly gaining finds Videology data.
While advertisers can trust that video ad fraud is reaching a manageable level, video ad viewability rates are moving in the wrong direction.
Buyers can choose between two competing viewability standards, and have results verified in real-time by their choice of third-party services.