Viewability Certification
Problems with discrepancies in viewability data?
Viewability is a crucial metric for engagement. It affects a site's value and campaign spending.
But when different tools measure viewability, discrepancies can occur in the reported data.
Advertisers face a challenge: How can they trust and compare data from tools with different technologies? And how can they reduce these discrepancies?
Look for an ABC Certified Viewability tool
We manage the globally applicable Viewability principles which set a consistent bar for tools to perform against.
Our robust viewability testing and subsequent reports allow comparability between tools, including information on how to set them up to reduce discrepancies.
Advertisers can trust that an ABC certified Viewability tool is capable of measuring viewability to industry agreed standards.
Benefits of being Viewability Certified
Our testing helps advertisers:
- Make informed campaign decisions
- Identify industry-verified tools
- Trust in a stringent testing process
- Understand why discrepancies occur
About our Viewability Standards
The Viewability Principles were initially created in 2013 and have evolved over time to cater for changes to technology and user behaviour.
The Principles provide a benchmark for the measurement and performance of viewability tools. Tools certified against these Principles are capable of measuring - to industry agreed standards - if an advert had an opportunity to be seen. That ‘opportunity to see’ or ‘viewable impression’, can be variable, e.g. 30%, 50%, or 100% of the content is viewable for 1, 3 or more seconds.
The Principles cover four main areas:
- Reporting the % and time the ad was viewable
- Reporting viewable impressions (inc. special cases)
- Disclosure of what is being measured (the advert or the area)
- The measurement and asset render requirements of the products
Certified Viewability Tools
