Make it count: a Q&A on viewability measurement

07/17 By Dave Marquard

In our recent webinar, “Make it count: practical tips to improve your viewability” we received a lot of great questions about the different aspects of media quality. (If you missed it, you can access the recording here.) In this blog post, we’re answering your questions about measurement.

What are the standard practices for measurement? Why isn’t there just one standard across the whole industry?

The IAB / MRC define the viewability standards that everyone in the industry must support. Some holding groups and brands also have their own standards as well.  Different standard definitions exist because some players use viewability as a basis for commercial terms and want to ensure cost effectiveness through a higher standard. Whether they players are using the viewability definition to optimize towards, or transact on, the ultimate goal is the same – trying to reach and influence real people.

Can you talk more about measurability, and why so many placements can’t be measured?

There are countless combinations of creative, device, channel, browser, and other factors that can affect the measurability of an ad. The good news is that the vast majority of placements can be measured today, and IAS is constantly working to ensure that we can measure where you need us to.

Can IAS measure Homepage takeover (HPTO) creatives?

Yes. Note that the MRC measurement guidelines indicate that each creative should be measured separately, rather than as a set. IAS does support particular billing rules on HPTOs for agency-specific viewability definitions.

How does IAS measure viewability within multiple iFrames for programmatic buys?

IAS can measure even in deeply nested iFrames. If we’re talking about a waterfall where the actual creative is the last creative in the chain, we won’t start measuring viewability until the creative has started to load.

How do you address third-party ads and programmatic ads that take an extended amount of time to load?

If we’re talking about a waterfall where the actual creative is the last creative in the chain, we won’t start measuring viewability generally until the creative has started to load.

Want to learn more about viewability? Download our guide, Viewability: the essentials.