Ginny Marvin says, “To help publishers address the nitty-gritty activities involved in implementing ad viewability, the IAB published a primer with tactical tips and best practices on Tuesday.

The primer focuses on what publishers can do on the ad tech side of the business, including managing relationships with vendors, agencies and advertisers.

While the IAB stresses the importance of creating engaging content on increasing ad viewability (if users aren’t engaged, they won’t scroll down the page), the primer directly addresses three ad delivery levers:

– site redesign to ensure that ads are positioned optimally;
– latency improvements to cut down on long rendering times; and
– ad tech strategy and policy changes to bring tactics in line with best practices.

The guidance covers best practices gleaned from small and large publishers — with varying degrees of ad-tech resources — that have led the way in getting viewability implemented and optimized”.

IAB offers tactical advice for publishers tackling viewability

Marketing Land

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