You are here: Publishers > Targeting > Targeting dimensions > Viewability targeting

Viewability targeting

Last updated on March 21, 2017

This targeting dimension allows you to serve ads based on an ad unitThe smallest inventory component that represents the space on a site where ads display.'s average viewabilityOpenX uses the Media Ratings Council (MRC) definition unless otherwise noted. According to the MRC, display ads are considered viewable if 50% of their pixels are in view for a minimum of one second, two seconds for video. This applies to both desktop and mobile environments. However, in some situations, you may be able to set your own definition. score.

OpenX uses the Media Rating Council (MRC) definition of viewability unless otherwise noted. Ads are considered viewable for desktop display if 50% of their pixels are in view for a minimum of one second, or for a minimum of two seconds for desktop video. To provide impartial data, OpenX utilizes outside vendors to help determine when an ad is viewable.

OpenX implements viewability targeting using a tiered system of minimum viewability scores. For example, "75% or greater" means that you are targeting only ads that have been viewable 75% of the time or more. You can then target campaigns to a certain minimum viewability level, or set line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. prices or floorThe minimum price a publisher is willing to accept for a given impression. prices based on viewability tiers. For example, you could set a higher price for impressions with a higher viewability score and conversely, a lower price for those with a lower score. Below is an example of setting floors based on viewability scores.

Viewability Range Price

90 % or greater

80 % or greater

70 % or greater

50 % or greater

10 % or greater

$5.00

$4.00

$3.00

$1.00

$.50

Viewability targeting options

Targeting dimension Operators Options
Select viewability tier

String:

  • Equals

95 % or greater

90 % or greater

85 % or greater

80 % or greater

75 % or greater

70 % or greater

65 % or greater

60 % or greater

55 % or greater

50 % or greater

40 % or greater

30 % or greater

20 % or greater

10 % or greater

Programmatic Direct deals

Private MarketplaceThe packaging, offering, and selling of high quality inventory to a limited set of buyers. Abbreviated as PMP. (PMPPrivate marketplace, the packaging, offering, and selling of high quality inventory to a limited set of buyers.) and Real-time Guaranteed (RTGReal-time guaranteed, a programmatic direct deal type that allows a buyer and a publisher to commit to a flexible guarantee for the purchase of inventory and a buyer-defined audience.) deals can use these same viewability tiers for targeting. This allows the publisherAn account type that represents a business with ad space to sell. and buyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange. to agree to transact, for example, only on impressions with a viewability score of 90% or greater with a specified CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000). price.

This topic applies to Ad Server. This topic applies to Ad Exchange. This topic applies to Programmatic Direct.

Feedback form