Viewability Has Arrived: What You Need To Know To See Through This Sea Change – IABlog
After 18 months of intense debate and hard work by hundreds of people throughout the ecosystem, we have a standard for viewable display impressions: a minimum of 50 percent of pixels in view for a minimum of 1 second. Moreover, today the MRC has lifted its November 2012 Viewable Impression Advisory for Display Advertising, greenlighting the commencement of transactions on viewable impression currency. And, we now know that with MRC guidance, measurement of viewability across vendors can have a narrow variance of plus or minus 5-10 percent.
The industry needs to wait a bit longer for viewable when it comes to video. For viewable in-browser video impressions, the MRC is advising a gating period through June 30, 2014 before trading. In-browser video viewability is defined as: a minimum of 50 percent in view for a minimum of 2 seconds.
What does this mean? Practically speaking, it means that—as of today—for brand advertising, agencies can and will expect guarantees on viewable display impressions, with video to come soon after. This means that one of the major obstacles to being included in brand allocations has finally been removed. The devaluation of below-the-fold impressions has been forever banished! Every seller ready to implement should be shouting loudly, “a display ad impression now provides an ‘opportunity to see,’ just like other media!”