IAB creates taskforce to go gangbusters on viewability

Arvind Hickman
By Arvind Hickman | 26 October 2016
Leading digital publishers have joined a taskforce to drive consistency in viewability.

IAB Australia has established a taskforce to provide guidance and education about digital advertising viewability for the Australian market.

The taskforce includes leading publishers, agencies and ad tech companies, with the notable absence of Facebook. Members include Google, News Corp, Fairfax Media, OMD, Nine, Moat and Tube Mogul (see full list below).  

The aim is to develop a consistent definition and understanding of viewability to help publishers, agencies and advertisers have more informed discussions about what they are buying or selling.

The taskforce, made up of digital industry organisations, will release a white paper next month and look to take the discussion beyond viewability into a range of ad effectiveness measures.

Viewability, about the ‘opportunity to see’ rather than engagement or ad effectiveness, sets the baseline for measuring advertising efficiency.

IAB Australia adopts the US viewability measurement standards. For display, a viewable ad is counted after 50% of pixels is in view for one second, display video requires 50% of pixels in view for two seconds and large format display has 30% of pixels in view for one second.

In 2015, IAB Australia issued guidance to the advertising industry on tracking viewable impressions across digital devices. This includes:

  • Non-measured impressions do not equal impressions that are not viewable.
  • Non-measured impressions do not equal fraudulent impressions.
  • Buyer and Seller should agree on a single measurement vendor ahead of time.
  • If employing viewability measurement it is highly recommended that a MRC accredited vendor is used.

IAB viewability taskforce members

Yahoo7, News Corp, Telstra, Inskinmedia, Nine Entertainment, Tube Mogul, Mediamotive, Fairfax Media, Google, Ikon Communications, Integral Ads, OMD, Google, Videology, Moat.

*Image courstesy of Google's infographic 5 Factors of Display Viewability.

 

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