Basics of Viewability

Neha Shekhawat | November 9, 2020

Viewability is digital advertising terminology used for impressions that were actually viewable to users. For instance, there is an ad below the fold and the user doesn’t scroll down to see it, that impression is not considered viewable.

It is an important cost saving metric since 54 percent of ads aren’t viewable.

Gradually there is a shift in the industry from impression-served standard to impression-viewed standard and it is only justifiable since advertisers save on wasted ad money for the ad impressions that have not been viewed.

Sizmek by Amazon help advertisers gain insight on this important metric and follow IAB standard for viewability.

IAB defines a viewable impression as the one whose 50% of pixels are visible for continuous one second.

Flexible – While the industry is taking a stand – creating standards to ensure that you get what you pay for – Sizmek viewability goes even further. You get the flexibility to choose your own viewability thresholds for both viewable surface and duration. You can combine viewability and performance data for display, mobile, and video to get a complete picture of what makes your campaign work. Sizmek allows you to feel the power of open ad management.

Comprehensive – You can gain deeper insights by overlaying viewability data on other data available in the Sizmek server, such as verification, attribution, and audience measurement. For instance, a point solution might be able to showcase high viewable rates but Sizmek can show you how that same placement had a low video completion rate and how many clicks it generated as well.

Efficient – In one central place, you can collect viewability, conversions, and everything else for making smart campaign decisions.

Sizmek by Amazon allows you to capitalize on the flexibility to go beyond the standards and gain a comprehensive insight into what really makes your campaign work. It helps make the best choices for your business so you can spend smarter.

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