Buying Viewability with Confidence
For Programmatic Advertisers that prioritize Viewability metrics as a core KPI for campaigns, Gourmet Ads offers two Viewability solutions for Advertisers (depending on your DSP). a) Optimize to a Viewability % e.g 70% or b) Transact on 100% Viewable basis. Both Viewability options are executed by Private Marketplace Deals / PMPs and depending on your requirements, we offer both MRC Viewability Standard and GroupM Viewability Standard.
Viewability via Deals
Smart Deals are available for all Programmatic Buyers irrespective of DSP they use and allow you to set an exact integer % for Display Viewability or Video Viewability (most Advertisers request 70% Viewability). Then over time the Smart Deals will train up and down to hit the desired Viewability % to ensure it hits the required goal. We suggest the Viewability % be set between 50% through to 80%. Smart Deals can use MRC Viewability Standard (Default) or GroupM Viewability Standard.
Our 100% Viewable Marketplace provides advertisers that are required to buy impressions on a 100% Viewability basis the ability to remove the media buying risk, and only paying for impressions deemed 100% in view. Let our Viewability prediction algorithm decide the impressions to buy in Real-time passing the risk to us.
100% Viewability Impressions can be bought either on a Programmatically or via our Programmatic Managed Services offering.
What is Viewability?
Viewability is an online advertising metric that indicates the number of impressions that are actually “seen” by users. Viewability was created to help advertiser understand and minimize advertising wastage. Understanding the Viewability percentage of a campaign allows the advertiser to optimize towards impressions that are “seen” vs ad impressions “not seen”, thus making the campaign more effective.
Why does Viewability matter?
To put it simply, if an individual advertisement cannot be seen, then the ad is unable to build brand equity, impact or influence the user. Advertisers that don’t measure and/or optimize to a Viewability metric in some way shape or form have no way to ensure their advertising is being seen. Think of any impressions that are not viewable as being wasted. Viewability minimizes Advertising Wastage.
What is vCPM ?
vCPM is a metric used to represent the cost of viewable impressions. vCPM stands for Viewable Cost–Per–Thousand impressions and is sometimes referred to as Viewable CPM.
To calculate vCPM, use the following simple formula
vCPM = CPM / viewability rate.
One of the challenges of Viewability is the lack of consistency across the industry on what a Viewable Impression actually is. There are two aspects, the first being the actual definition of what “In-View” means and the other aspect is the technology or measurement of the viewable impression.
There are two main Viewability Definitions that the majority of advertisers agree on, the MRC Viewability Standard and the GroupM Viewability Standard, both of which are detailed below.
MRC Viewability Definition
The Official MRC Viewability Standard defines a Viewable Display Ad Impressions when the following criteria are met:
Pixel Requirement: Greater than or equal to 50% of the pixels in the advertisement were on an in-focus browser tab on the viewable space of the browser page, and
Time Requirement: The time the pixel requirement is met was greater than or equal to one continuous second, post ad render.
GroupM Viewability Definition
GroupM considered the MRC/IAB viewability definitions inadequate, so the agency group instead designed its own standards.
For display ads that standard is 100% of pixels in view for at least 1 second.
For video, GroupM considers an ad viewable if 100% of it is in view for at least 50% of the duration of the ad, but also expects audio to be on and for the video play to be actively initiated by a user