Viewability emerged as a key issue in late 2012 and has had a major impact on how we perceive and measure digital campaign performance. Quantcast has undertaken over three years of experimentation, testing and development on viewability – analysing, on average, five billion impressions per month across over 10,000 publishers on every major RTB exchange. This analysis has allowed us to evaluate every major MRC-accredited viewability vendor in multiple rounds of head-to-head testing.
This guide explains everything marketers need to know about viewability including its definition, the state of viewable inventory and how viewability impacts performance.
- How viewability is defined, measured and optimised
- The hard truths of viewability
- How viewability impacts performance
- Five key viewability questions answered