What does it mean?
Ad viewability is an estimate of the likelihood that the ad slot will be viewable by the end-user.
As per Optimizely, Ad viewability is the concept of how visible ads on a website or mobile app are to users. For an ad to be considered “viewed”, at least 50% of the banner or creative must display on screen for more than one second, as defined by the Internet Advertising Bureau’s (IAB) standard for what consists of a viewable impression.
The ad slot is viewable or not is an estimation based on Supplier-specific data (either historical viewability or real-time data). Expressed as a percentage in the range of [0, 100]. Advertisers can get the viewability estimate only if the field is present in the bid request shared by the ad exchanges (see image).
What can advertisers do on Kritter?
On Kritter, advertisers can choose specific viewability ranges (0-25%,25%-50%, 50%-75%, 75%-100%), along with other targeting parameters, while setting up their campaigns, and the system will choose only the ad slots that fit the criteria. This again depends on the viewability data as shared by the ad exchanges or supply side.
Additionally, advertisers can choose the ad slot positions (above the fold, below the fold, footer, sidebar, header, or fullscreen) where they want their ads to be delivered while setting up their campaigns. Our programmatic platform will accordingly choose only the inventories that fit the selection criteria.
Why is this important?
This gives additional bargaining power to advertisers while they demand more viewable inventories from the publishers. Also, when the ads have higher viewability, advertisers can achieve a higher CTR.
At the same time, this also helps advertisers to fight ad fraud.
Moreover, publishers who provide the viewability percentage and commit to making sure the ads are visible when the users visit their websites will see more bids coming their way.