In the latest episode of "Behind the Numbers," we're talking about ad viewability with Andy Evans, CMO of Sovrn. In an interview with principal analyst Lauren Fisher, Evans discusses the intricacies of viewability and offers some surprising data about which ads actually engage users’ attention.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks about the Media Rating Council's viewability standard for online ads and what marketers might expect from this performance metric in the future.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

Joe executes GroupM’s marketplace position on brand safety and suitability elements, including viewability, fraud detection and prevention, consumer digital privacy, anti-piracy, and ensuring clients' ads appear in positive, relevant ad environments.

KPIs like viewability, ad completion rate, and video completion rate that have been used for display and desktop video that have 1-to-1 user ratios. As CTV/OTT and DOOH are 1-to-many ratio, advertisers are evolving their ads and measurement strategy accordingly, and are seeing success. These findings paint an optimistic picture for the next couple of quarters.

The lack of transparency in this often murky area of automated trading has been a breeding ground for questionable practices, and where much of the concerns around fraud, brand safety and viewability have come from.

This StatPack provides a visual overview of trends in display, video and mobile ads bought programmatically, both in the US and worldwide.

But have you fallen into the habit of solely relying on traditional KPIs like viewability and clickthrough rates to measure success on mobile? If so, you’re not alone. According to a new research study, less than half of marketers are confident in their ability to measure granular mobile ad metrics.

Fraud, Transparency, Viewability. Worries about the “black box” aspect of programmatic media buying, as well as the potential for fraud, data misuse and threats to brand safety, are acute in Germany, where consumers, advertisers and publishers tend to be especially sensitive to the potential dangers arising from digital platforms and networks.

“The notion of bringing duration, not just viewability, to the equation certainly feels important.”. Data Sharing. Another challenge with cross-platform video measurement is that marketers’ data access is fragmented because various platforms implement their own data policies. This can make it difficult to apply consistent measurements.

“I would say that one of the challenges is real-time viewability measurement … in mobile app environments,” SpotX’s Schaum said. A new version launched in June 2019, VAST 4.2, should resolve the real-time viewability problems in apps. Measurement is also complicated by inconsistent definitions for completion rates and viewability, but the industry is trying to set some standards.

Viewability still matters, but it’s evolving. When the MRC issued its first viewability standard in 2014, video advertising was still a desktop-heavy medium. With smartphones and connected TVs now accounting for the lion’s share of video consumption, viewability takes on a different dimension.