3 Key Factors Brands Should Focus On To Measure Ad Viewability

According to a recent comScore study, 54% of online display ads weren't seen by anyone, owing to various factors including technical glitches, user habits, and even fraud. For advertisers, that's a lot of money down the drain.

The digital video ad landscape has shifted to focusing on viewable impressions - i.e., making sure that ads are always visible to a viewer. In theory, that means more business, though how much business (and, to some extent, what kind) remains to be seen. But for companies that regularly provide quality ads, this shift should start to mean increased revenue and more accurate performance reporting.

Ironically, the industry's attempts to solve the problem of non-viewable impressions have created another one: too many players competing for the same business. All kinds of companies, from digital ad networks to ad service platforms, are trying to measure ad viewability right now. It's a crowded space, full of choices and conflicting agendas. This has led to chaos over what the best solutions are, how viewability is defined, and how to account for discrepancies in measurement.

Video ad management platform Vindico, which has partnered with more than 350 of today's biggest TV spenders, is one company that's trying to break through the clutter and provide better insight into viewability solutions. According to Vindico, there are three key factors any long-term solution should focus on: consistency, comparability with other metrics, and the greatest number of "measurable" impressions.

Brands advertising online need to know how to identify the solutions that include those criteria, and separate them from the ones that don't. Click here to learn more about the three key elements required for any potential fix to the viewability problem.

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