MRC Certified Viewability Measurements

In this section: 

  • When is an ad detected as viewable?
  • Measurement vs. Targeting
  • Viewability targeting options
  • Viewability targeting on placement parameters
  • Viewability targeting on Bid & Optimization objectives
  • Viewability reporting keys and metrics
  • Key
  • Metric

  

When is an ad detected as viewable?

Video SSP's viewability measurement methodology is in compliance with Viewable Ad Impression Measurement Guidelines published on June 30, 2014.

Since Video SSP uses browser optimization instead of page geometry technology to measure viewability, we can detect viewability through multi-layer iFrames.

If the following conditions are met, we consider the ad as viewable and start counting:

  • The browser window/tab is in focus (on an active browser tab).

AND

  • <= 50% of the pixels in the advertisement or ad player are visible

AND

  • The ad is in a visible area of the browser window for a minimum of any 2 consecutive seconds or longer.

 

Measurement vs. Targeting

  • Assumption against measurement: The difference between measurement and targeting is that targeting predicts the potential success of viewable ad impressions pre-bid while measurement measures viewability based on the MRC guideline post-bid
  • Targeting: By detecting whether the player meets the viewability definition at first frame (time = 0) of greater than or equal to 50% of ad player being visible on an active tab, impressions can be targeted as Detected Viewable, Detected Not Viewable, and Not Detectable.
  • Measurement: Video SSP measures viewability according to MRC guidelines (Media Rating Council) for all our inventory resources, including Video SSP marketplace, private marketplace and direct inventories.
  • Counting discrepancy: Since there is no way for us to know whether greater than or equal to 50% of the ad player for that particular ad impression will be on an active tab for any 2 continuous seconds before we deliver the ad, there will always be discrepancy between targeting and measurement.
    Video SSP is the only vendor in the industry that can detect whether any ad opportunity that Video SSP owns is viewable at first frame (time=0). We leverage this information to predict viewablity of an ad impression. Based on our experience, the discrepancy between targeting and measurement is around 20%.

 

Viewability targeting options

Viewability targeting on placement parameters

  • Viewability targeting is supported for impressions purchased in the Video SSP Marketplace, private marketplaces, direct inventories and deals.
  • Viewability only applies to VPAID compatible inventory i.e. Desktop and Laptop Computers.
  • Inventory from publishers that do not support VPAID is treated as Not Detectable.
  • To define Viewability targeting, navigate to the Targeting tab > edit Placement targeting settings.

 Available Options: 

  • Prebid: All three options are selected by default.
  • Detected Viewable (viewability >=50%)
  • Detected Not Viewable (viewability <50%)
  • Not Detectable
  • Historical (available in Seller Deals only):
  • Historical Viewability Score
  • Not Detectable

 

Viewability targeting on Bid & Optimization objectives

  • Viewability targeting is also supported for impressions purchased on 3rd party exchanges such as AdX, SpotX, etc.
  • At runtime, inventory from 3rd party exchanges is treated as Not Detectable.
  • To target viewable inventory on 3rd party exchanges, navigate to Campaign > Digital Ad > Bid & Optimization tab > Marketplace Bid Optimization and set Bid Optimization to “On”. Under Objectives >  set an Overall Viewability Rate % objective (IAB Viewable Ad Impressions/Total Ad Impressions).
    This provides the ability to optimize towards viewable impressions based on based on historical viewability data of the last 7 days for the inventory selected.

 

Viewability reporting key and metrics

  • Video SSP viewability reporting definition is inline with the Media Rating Council (MRC) standard.
  • Video SSP supports using real time Video SSP Marketplace, Private Marketplace and Direct inventory data but not 3rd party public exchange inventory.
  • Placement viewability reporting is supported for impressions purchased in the Video SSP Marketplace and impressions purchased in 3rd party public exchanges such as AdX, SpotX, etc., for all publisher inventory where VPAID Ad serving is supported.

 

Key

Following key organizes your report data according to viewability criteria:

Key

Definition

Viewability Opportunity

Captures whether a Market Opportunity is viewable at the time of pre-bid detection. The Viewability Opportunity is at the moment the first frame of the ad is served. To be viewable, at least 50% of the ad player must be in the viewable area of an active browser window, just before the ad is served. 

Note:

A Market Opportunity is an opportunity for a Marketplace to show an ad, in response to an ad request. Market Opportunities are counted regardless of whether a corresponding buyer ad is shown. For details, see What's the Difference Between Ad Opportunities and Market Opportunities?.

 

Metrics

Following metrics organizes your report data according to viewability measurements that use the MRC standard: 

Metric

Definition

IAB Viewable Ad Impressions

Viewable ad impressions based on the IAB standard is at least 50 percent of the ad's pixels on an active browser tab in the viewable space of the browser for a minimum of two consecutive seconds.

IAB Non-Viewable Ad Impressions

After detection, the impression does not meet the IAB viewable Ad impression standard.

IAB Undetermined Ad Impressions

Represents served impressions where the viewable status cannot be determined because of any conditions that do not allow that decision to be made, e.g. VAST Ad impressions or any other issues where browser settings or serving conditions disallow verification of the Ad position on the screen.

IAB failed-to-detect ad impressions + IAB unknown ad impressions

IAB Measurable Ad Impressions

IAB Viewable Ad Impressions + IAB Non-Viewable Ad Impressions

IAB Measured Rate

IAB Viewability Measurable Ad Impression / Total Served Ad Impressions

IAB Viewable Rate

IAB Viewable Ad Impressions / IAB Viewability Measurable Ad Impressions

Moat Impressions Analyzed

Impressions where Moat viewability pixel was loaded. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability

Moat In-view Measurable Impressions

Impressions where Moat was able to measure viewability. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat In-view Measurable Rate

Moat In-View Measurable Impressions / Moat Impressions Analyzed. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat 2 Sec In-View Impressions

Impressions that - according to Moat - were viewable for a minimum of 2 consecutive seconds (impressions where ad was >50% in-view for at least 2 sec). Requires the use of the Moat Viewability App.Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat 2 Sec In-View Rate

Moat 2 Sec In-View Impressions / Moat In-View Measurable Impressions. Requires the use of the Moat Viewability app. Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Moat Overall Viewable Rate

Moat 2 Sec In-View Impressions / Ad Impressions. Requires the use of the Moat Viewability App.Moat Viewability is currently in Beta. Reach out to your AOL client services contact for more information about Moat Viewability.

Overall Non-Viewable Rate

(%) - Overall Non-Viewable Rate / Total Ad Impressions

Overall Undetermined Rate

(%) - Overall Undetermined Rate / Total Ad Impressions

Overall Viewable Rate

(%) - Overall Viewable Rate / Total Ad Impressions

vCPM

Viewable CPM: (gross spend / IAB viewable ad impressions) * 1000

 

Use the following metrics in combination with the IAB Viewable Impressions metric to pull data for viewable Ad impressions:

Metric

Definition

25% Completed Views

50% Completed Views

75% Completed Views

100% Completed Views

The number of times a user has watched at least 25/50/75/100% of a video ad. 

Note: Some ad network ads do not notify the Video SSP platform of the user's progression for the ad, so this metric may not be available for some ads.

 

 

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