How to Increase Ad Viewability

In the digital publishing landscape, ad viewability is a critical metric that determines the success of online advertising campaigns. With the rise of ad fraud and ad blockers, ensuring that ads are actually seen by their intended audience has become a top priority. In this article, we'll delve into the importance of ad viewability, its challenges, and provide actionable best practices and examples for digital publishers to improve ad viewability.

What is Ad Viewability?

Ad viewability refers to the ability of an ad to be seen by a human user. The Interactive Advertising Bureau (IAB) defines viewability as "the opportunity for an ad to be seen by a user" and recommends that at least 50% of the ad's pixels are in view for at least one second for display ads, and two seconds for video ads.

Why is Ad Viewability Important?

Ad viewability is crucial for several reasons:

• Advertiser ROI: Advertisers want to ensure their ads are seen by their target audience, and viewability guarantees that their ad spend is effective.
• Publisher Revenue: Higher viewability rates result in higher ad revenue for publishers.
• Industry Trust: Improving viewability helps maintain trust between publishers, advertisers, and ad tech companies.

Challenges in Achieving Ad Viewability

• Ad Fraud: Bots and fraudulent traffic can inflate ad impressions, reducing viewability.
• Ad Blockers: Ad blockers can hide ads, making them unviewable.
• Page Layout: Complex page layouts can push ads below the fold or hide them behind other elements.
• Device and Browser Limitations: Different devices and browsers can affect ad rendering and viewability.

Best Practices for Improving Ad Viewability

1. Optimize Ad Placement

• Place ads above the fold (ATF) to increase viewability.
• Use sticky ads or anchor ads to keep ads visible as users scroll.
• Avoid placing ads in iframes or containers that can hide them.

2. Lazy Loading and Ad Rendering

• Use lazy loading to load ads only when they come into view.
• Ensure ad creatives are optimized for fast rendering.

3. Ad Format and Size

• Use standard ad formats and sizes to ensure compatibility.
• Optimize ad creatives for mobile and desktop devices.

4. Page Design and Layout

• Simplify page layouts to reduce ad clutter.
• Use clear and concise content to keep users engaged.

5. Ad Fraud and Ad Blocker Mitigation

• Implement anti-ad fraud measures, such as ads.txt and Supply Chain Transparency.
• Offer ad-free experiences or alternative content for ad blocker users.

6. Monitor and Measure Viewability

• Use viewability measurement tools, such as Moat or DoubleVerify.
• Set viewability targets and optimize ad campaigns accordingly.

7. Collaborate with Advertisers and Ad Tech

• Work with advertisers to optimize ad creatives and targeting.
• Partner with ad tech companies to implement viewability solutions.

Conclusion

Improving ad viewability requires a combination of optimized ad placement, lazy loading, ad format and size, page design, ad fraud mitigation, and measurement. By implementing these best practices and collaborating with advertisers and ad tech companies, digital publishers can increase ad revenue, maintain industry trust, and provide a better user experience. Remember, ad viewability is an ongoing process that requires continuous monitoring and optimization to achieve success.