Viewable or not? How advertisers can take control of viewability and increase ROI

By Monica Vazquez, Head of Risk Management & Fraud Prevention
Wednesday, December 14, 2016 / 2 min read

Viewability is a hot topic in the ad industry, including numerous reports that state nearly half of all digital ads today are not viewable. Why should advertisers spend on ads that are served, but not actually seen by their audience? The good news is there are many ways to take viewability into your own hands and ensure your ads get seen.

Viewability in the digital ad ecosystem for video

What does it mean when an ad is not viewable? Is an ad still deemed viewable if it is loaded at the bottom of a webpage and the user never scrolls down to see it? Over the last few years the Media Rating Council (MRC) has defined standards for viewability. According to the MRC, a viewable video ad must have at least 50% of the ad showing for a minimum of 2 seconds.

Use mobile in-app for 100% viewability

Advertisers can leverage the fact that there is 100% viewability when they buy video ads in mobile apps, especially in Fyber’s ad formats. It is inherent in the mobile app experience that video ads are viewable because advertisers only pay for a desired user action, not just a view. This is especially true for rewarded formats, such as rewarded video and offer wall, where the user is directly encouraged to complete an interaction with the ad.

More good news is that many viewability-related fraudulent desktop practices are not possible in-app. For example, there is no such thing as in-app pop-under ads, which is an unviewable ad displayed beneath other content. In-app ad integrations also take more development work and support from mobile supply-side-platforms (SSPs). Therefore, responsible SSPs directly test and evaluate every integration to ensure there are no hidden banners or other fraudulent practices.

Use trackable video formats like VPAID for cross-platform

Mobile in-app video is 100% viewable, but how do you ensure viewability cross-platform? The IAB has already created video serving standards that make ads more engaging and trackable. VPAID, for example, allows advertisers to create deeply engaging interactive video ads with custom galleries, social media CTAs, and more. When configured properly, VPAID also gives advertisers the power to measure the performance of these deep engagements and empowers advertisers with their own insights on viewability.

Work with a trusted partner with proven fraud prevention

Whether you are working with an SSP, DSP, exchange, or third party tracking provider make sure your partner is well-versed in the latest trends and has a dedicated fraud prevention team. Viewability is just one part of the big picture as your partners should also be trusted with high-quality inventory, strict publisher onboarding standards, as well as modern, data-driven fraud prevention techniques.

Get started

Advertisers can feel confident their ads are viewed and engaged with if they purchase mobile in-app ads, use advertising standards such as VPAID, and work with trusted partners. A top priority for Fyber is to provide high quality inventory, including over 500M+ daily active users for mobile apps that can be reached with 100% viewable ads. To learn more about viewability, feel free to email your account manager or [email protected].