Early data from the does-what-it-says-on-the-tin feature "Reasons for Non-viewability" reveals the three main reasons why ads aren’t viewable - it’s in the user’s page window for too short a time, it appears below the page fold or too little of the ad is viewable. It’s worth noting that the IAB and Media Ratings Council recommends an ad is considered viewable if 50% of it is in view for at least 1 second.
Anant Joshi, Director International Business at Meetrics, explains what this new offering brings to the party: “Traditionally, buyers and sellers of online ads only had half the picture in regards to viewability – the percentage viewable and not viewable. This provides the full picture, giving them new insights on why ads aren’t viewable, thus, providing a tremendous advantage in how to solve the issue and maximise viewability."
He goes on to make a further point about how trading of online ads may change in the future, "This will become increasingly important as publishers move more towards selling ads by how long they were viewed rather than how many were viewable.”
This image provides an example of what clients of the service would see.
Meetrics has also recently received certification from the UK’s Audit Bureau of Circulations (ABC) confirming their tech for measuring online ad viewability meets the industry-agreed Viewability Product Principles issued by JICWEBS – the independent body that defines best practice and standards for online ad trading.
Jerry Wright, ABC Chief Executive said: “Congratulations to Meetrics for completing their viewability product testing. Their ABC certification shows their viewability product performs against the updated industry-agreed JICWEBS principles. This will provide the transparency and reassurance advertisers need to further invest and to trade on viewable impressions.”
Joshi chimes in: “Viewability measurement technologies are continually developing to meet the increasingly complex arena of online advertising. This certification provides a further statement on the quality of our solutions in this area.”
These two developments come off the back of having won new clients among Europe’s biggest agencies and publishers including OMD, Dentsu Aegis Network, Condé Nast and Yahoo, says Meetrics.
