Viewable Impressions

All server requests recorded by ad servers have traditionally been deemed impressions. However, the IAB, ANA and 4As have recently called for a “viewable impression” standard, which, when adopted, mandates that ads be:  fully loaded,  and enter into the viewable space on a consumer’s screen for at least one second.

Why the move to these new standards?  It’s simple…. most online ads are not seen.  Recent studies conducted by Comscore, Nielsen and C3 Metrics Labs revealed that between 31-68 percent of all served display ads never appear in view!  This data also reveals that click through rates are adversely effected by this miscarriage of measurement.  When CTR’s are measured using only viewable impressions the true click-through rates on banner ads are 179 percent higher than those reported for marketers basing their measurement using gross number of impressions.

A Simple Solution:  DVIZ™

DVIZ provides an easily deployed solution for Advertisers, Networks, Publishers & DSPs seeking to conform with the IAB, ANA and 4As impending standards for a ‘viewable impression’.  DVIZ supplies a more precise measurement of display advertising, provides advertisers with a concrete picture of reach and performance, equipping all parties with more accurate data, and most importantly, is privacy compliant.

Utilizing proprietary technology built for the C3 Metrics’ advertising analytics and optimization platform, DVIZ works in all browsers, deploys instantly, and is certified for all major networks & publishers.

    1. Works with your existing Ad Server and can be deployed in minutes.
    2. DVIZ records when an ad has fully-loaded and enters the users screen for at least one second.
    3. Data is available within minutes by login or API.