37.9 per cent of all video ad inventory across all channels was viewed until completion in the second half of 2017, according to the latest report from measurement and analytics company Integral Ad Science (IAS). On mobile web video, viewability increased across all quartiles, improving from 31.6 per cent in H1 2017 to 41.4 per […]
The ad industry’s standards body wants help as it considers toughening the requirements to call digital ads “viewable” so they’re more comparable with TV and other media. The Media Rating Council on Tuesday issued a call for research to help gauge what would happen, for example, if it required “viewable” ads to appear on screen […]
Meetrics has become the first firm outside the US to verify viewability metrics for videos served on Facebook and Instagram. The European ad verification firm will show advertisers how viewable video ads are in terms of what percentage of the ad is in view and for how long – on both mobile and desktop. Crucially, […]