Primer for publishers on improving ad viewability

This primer offers guidance for publishers seeking to improve ad viewability.
  • To improve viewability, all the key levers of viewability must be addressed: engaging content, site design, latency, and ad tech/ops strategy and policies.
  • In assessing measurement vendors, transparency on both sides is critical: knowing site level data and vendor methodologies allows publishers to leverage understanding of how ads operate on their sites to cross-check vendor data.
  • Similarly essential are partnerships across the publisher organisation in order to assess value for the viewable inventory, to foster understanding in advertisers and agencies about how viewability works and how to value it.
  • The paper includes guides on benchmarking, measurement, effective...

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