Lead by example with our viewability testing options
We’ve been at the forefront of certifying viewability measurement tools since 2013, and today we are responsible for the standards applicable for the UK and beyond.
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
ABC has long played an integral role in helping the industry to achieve a more transparent digital trading environment. We fully support them in facilitating the continued development of these important principles, helping to deliver tangible insights and trusted guidance around online trading decisions.
Belinda Beeftink
ABC are experts in evolving industry standards and I have no doubt the ongoing development of the viewability principles is in safe hands.
Richard Reeves
Steps to certification
All tools go through the same rigorous testing process, meaning the results are comparable, consistent and credible.
Our final report shows which scenarios a viewability tool can measure viewability in. It also explains their method for measuring viewability, so helps with the set-up of their tool.
Getting to know you
Via technical calls and emails, we'll explore how your product works in theory and in which situations you’re able to measure viewability. We'll explain our testing process and the types of data we’ll need for the audit.
Preparing for the audit
We'll work with you to configure your product into our walled garden test environment. Once configured correctly we'll start our testing.
Conducting the audit
Our audit testing runs for approximately two weeks and we may periodically check-in with you to confirm that everything’s being logged ok. With testing complete we’ll then ask you to send your data to us.
Sharing the findings
We'll check to see if your product reported viewable impressions as expected and will advise you if there are any areas which aren’t reporting as expected. If the case, we’ll work with you to understand why this may be happening and a second round of audit testing will be offered.
Certification
Our audit opinion will be presented on a personalised draft report. The report will detail your ‘Product Disclosures’ and test results. With your approval, we’ll then issue your final report and make it publicly available on our website.
Certified Viewability Tools
ABC - Audit Bureau of Circulations
207/209 High Street, Berkhamsted,
HP4 1AD, United Kingdom