Brand Safety & Mobile: Verification, viewability and best practices for digital measurement

Delivers an educational guide on understanding what viewability is and how marketers can assure better, and safer, returns on digital.
  • Viewability is the digital advertising metrics that account only for the impact effectively seen by the audience.
  • Viewability is not a KPI, so each organisation can set their own criteria, for example GroupM state that, on display, 100% of pixels must be visible for at least one second, whereas for videos, they need to be started by the user and played for half of its total length, with the audio on.
  • Blocking fraud and raising the rate of viewability are essential to delivering more ads to real consumers, thus, enlarging the possibility of generating return.
  • It is...

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