Viewability is a hot topic in the industry right now. We start by focusing on direct response. An impression that does not create response is not one that we want in our media executions. We can use viewability dimensions like page position to track and price inventory correctly. We also partner with Integral Ad Science to leverage their technology when needed for our clients. These two tools give us the insight and decision power to maximize campaign objectives.
A layered approach to address viewability
Above the Fold
Ads above the fold are viewable as soon as the page loads, with no scrolling necessary.
Below the Fold
Ads below the fold are not immediately viewable but can be viewed as site visitors read content further down the page.
Some inventory doesn’t declare whether it is above or below the fold. We can monitor this as well to make sure that all inventory is priced appropriately.
Integral is MRC accredited for both the browser optimization and page geometry measurement methodologies. By using both methods, Integral achieves the highest and most accurate viewability coverage. This strategy allows visibility in both friendly and unfriendly iFrames, and across all browsers. In order to ensure that ads are viewed by human users, Integral layers in fraud detection technology to not only identify unviewable ads due to user behavior and site issues, but also due to fraudulent activity.
Some brands have seen their digital media ROIs increase 6 times while using programmatic buying.Kellogg's