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Viewability reporting

Last updated on April 26, 2017

In OpenX, you can now see 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. performance for your inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. by adding the Viewability % metric into your reports. The viewability percent is provided by Moat, an independent media valuation platform, and is based on a statistically significant sampling of your historical data.

What is viewability?

Viewability is a measure of whether an impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. is actually within an end user's view. The Interactive Advertising Bureau (IAB) has developed specific standards to determine whether an impression is a viewable impression. For example, a desktop impression is considered viewable if 50% of the ad pixels are in view for at least one (1) second. If a particular ad unitThe smallest inventory component that represents the space on a site where ads display. has a viewability rate of 70%, this means that 70% of the impressions for this ad unit were measured as viewable in the sample data.

In OpenX reporting, viewability is a metric that you can add to your OpenX reports to understand what percentage of impressions are considered viewable.

Why are viewability metrics important?

Viewability is becoming increasingly important to understand for both publishers and buyers, as many impressions that are sold are never viewed. Buyers interested in the viewability of their ads will increasingly want to know the areas of your inventory with the highest viewability ratings. An ad unit with high viewability is more likely to be clicked. Knowing which areas of your inventory have high viewability will help you know where to focus on increasing viewability rates to optimize your inventory.

How can I see viewability metrics for my inventory or campaigns?

Follow the instructions below to assess viewability metrics for your inventory. If you have any questions about quality thresholds for viewability, please reach out to your OpenX Account Manager.

  1. Configure a new report or modify an existing report.

  2. When you see the option to select metrics in the third step of the process, add the Viewability % metric to your report.

  3. Select any necessary filters and run the report to see viewability metrics.

What is the latency of viewability data?

Since viewability data needs to be retrieved from Moat, there is a two-day delay before it is available for reporting.

For example, if you run a report with Viewability % selected, you will only see data for two days ago and earlier. You will not see data for today and yesterday.

This topic applies to Ad Server. This topic applies to Ad Exchange. This topic applies to Programmatic Direct. This topic applies to SSP. Most SSP activities are completed by OpenX.

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