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ad viewability

Half of Marketers Want Stricter Viewability Standards

According to an Integral Ad Science study, nearly three-fourths of U.S. publishers surveyed in December 2017 adopt the viewability standard of the Media Rating Council (MRC), which states that display ads must have half of the ad in view for at least one second to be counted as viewable.
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YouTube Will Allow Third-Party Verification of Ad Viewability

YouTube will begin allowing third-party measurement tools for viewability verification by the end of 2015.  This represents a change from its long-standing policy of using only its Active View Measurement tool for ad viewability.  David Kirkpatrick, writing for Marketing Dive, reports that The Financial Times cited Unilever and Kellogg’s as the brands that pressured YouTube to make this policy change for independent verification options.

According to a study done by Google:

-Active View reported 91% of YouTube ads.

-54% viewability across all of its video ad networks.

Kirkpatrick also provides a quote given to The Financial Times by Google about the change in their policy, “We’re committed to meeting all of our clients’ measurement needs” and “are taking our clients’ feedback into account as we continue to roll out new solutions.”

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