‘A Shiny New Metric: Ad Viewability Rate’ – ‘Website Magazine’ Article
Amberly Dressler says, “There’s a conversation happening that should prove interesting to online advertisers – viewability as an ad performance metric.
Google describes viewability rate as the, “Percentage of ads determined viewable out of the total number of ads measured.” According to this infographic, the most viewable position is right above the fold, not at the top of the page.
The IAB has been quick to call 2015 a “year of transition,” as it expects agencies, publishers, marketers and advertising technology companies to work together to assure the new currency of “viewability” (rather than “audience currency”) can be implemented by all companies in the digital advertising ecosystem. The IAB’s “State of Viewability Transaction 2015” serves as a starting point for advertisers looking for more information about viewability and the industry standards in which IAB is setting”.
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