Data & Metrics

Viewability

The cornerstone of advertising effectiveness

In order for digital marketing to make any impact, the advertising must first have the opportunity to be viewed by consumers. However, nearly half of all digital ads today are not viewable. In 2014, in an effort to raise advertising accountability, the MRC lifted its advisory against transacting on viewable impressions. As a result, advertisers’ focus has shifted from a “served” impression to a “viewable” impression, setting the baseline for any advertising objective.

The cornerstone of advertising effectiveness
  • Display
  • Mobile
  • Video

How is viewability measured?

Integral is MRC accredited for both the browser optimization and page geometry measurement methodologies. By using both methods, Integral achieves the highest and most accurate viewability coverage. This strategy allows visibility in both friendly and unfriendly iFrames, and across all browsers. In order to ensure that ads are viewed by human users, Integral layers in fraud detection technology to not only identify unviewable ads due to user behavior and site issues, but also due to fraudulent activity.

Integral Ad Science

In-stream video viewability

In-stream video advertising introduces a new set of engagement opportunities. With those opportunities come complexities as viewability is no longer based on merely measuring ad location on the page. Integral’s video viewability technology presents the breadth of data allowing for the most accurate assessment, such as:

  • Starts and stops
  • Completion rates while in view
  • Expansion rate
  • Mute and unmutes
  • Click-through rate
Leveraging increased user engagement through video

Mobile viewability

As digital budgets begin to shift into mobile, brands are demanding the same level of accuracy and insight into mobile verification that they have in display.

Integral delivers viewability data for mobile across in-app and mobile web and measures across many of the world’s major mobile advertising providers.

Bridging the cross-screen measurement gap

Current viewability rates across the digital media ecosystem:

49%
Total Industry
56%
Direct Publishers
46%
Networks
45%
Exchanges

See our technology in action.