Viewability Measurement for Video: An Industry Overview


Advancements in technology and industry standards enable the measurement of whether ads served can be seen by users. In the wake of these developments, the digital advertising industry is increasingly moving toward a “viewable” impression standard where advertising impressions are measured and counted based on the opportunity for users to see ads.



Advertisements that are not seen cannot make an impression. Video advertisers expect the ads they pay for to actually be displayed in a viewable manner to users. Advancements in technology and industry standards enable the measurement of whether ads served can be seen by users. In the wake of these developments, the digital advertising industry is increasingly moving toward a “viewable” impression standard where advertising impressions are measured and counted based on the opportunity for users to see ads. 

This sounds simple enough, but the diverse range of browsers and publisher web page configurations make it difficult to measure accurately across the web. Further complicating matters, there has not been a commonly accepted definition for video viewability until recently.

Today, a number of companies claim to measure viewability. Each company uses a slightly different approach and they commonly use different definitions of viewable. Some are more successful than others. While the technology and standards mature, BrightRoll is taking proactive measures to test and evaluate various technologies to understand those that offer the most value to our clients.

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Contents
Introduction 1
How is viewability measured? 2
How is viewability reported? 4
Benchmarks—player size 5
Benchmarks—publishers and sites 6
Accuracy and efficacy of video viewability measurement 8
Why does independant viewability measurement matter? 9
Measurement companies: a comparison 10
Viewability measurement from BrightRoll  11
Viewability measurement on BrightRoll console 12
Conclusion 13

As the largest independent video advertising platform, BrightRoll powers digital video advertising for the world’s largest brands including 85 of the top 100 advertisers and 18 of the top 20 advertising technology companies. The platform enables advertisers to reach 4 in 5 video viewers online and serves more video ads than any other company. As a result, BrightRoll technology collects and analyzes hundreds of billions of data points monthly enabling real-time decisions that drive ROI for advertisers.