Visible Data, Observable Impact

Dan Wilson

This article discusses visibility in online ad impressions, arguing that visibility measures should not replace existing campaign metrics.

Visible Data, Observable Impact

Dan WilsonMEC

Measuring the visibility of online ads doesn't have to mean abandoning existing campaign metrics and tried-and-tested tracking methods

Dispelling some myths

Online ad visibility is an important subject and is being spoken about widely within the industry. It allows us to separate out ad impressions, which were delivered within visible positions to the user, compared with those impressions which while on the page were never within the user's visible screen. However, while important, these metrics do not replace everything that we have done previously.

An online ad impression has always been defined as...

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