IAB Tech Lab Takes Over Ad Viewability Measurement Initiative
The Interactive Advertising Bureau (IAB) announced today that its IAB Tech Lab will take over management of the Open Video Viewability initiative.
Viewability has become a crucial metric for both video and display ads, as advertisers want to ensure their ads appear in front of consumers—not on portions of a page that are never seen, and not on pages loaded by bots. The Media Rating Council (MRC) created viewability standards last year. The video standard says that half an ad's pixels have to appear onscreen for two seconds for an ad to be considered viewable.
Measuring the viewability of video ad campaigns across ad networks is a challenge, so TubeMogul, BrightRoll, Innovid, LiveRail, and SpotXchange created the Open Video Viewability (OpenVV) initiative two years ago to create open source code that will streamline viewability measurement. The OpenVV now includes 30 members. Today, the IAB announced that its IAB Tech Lab will take over management of the OpenVV initiative. The OpenVV's founders will remain involved, and the viewability initiative will become part of the IAB Tech Lab's Digital Video Technical Standards Working Group.
“Between the industry’s acute need to accurately measure viewable impressions and the dramatic growth of digital video as a medium, it is critical that we coalesce around common interoperable technical approaches,” says Scott Cunningham, senior vice president for technology and ad operations at the IAB and general manager of the IAB Tech Lab.
The funding will help Simulmedia prepare for what it forecasts as a season of strong growth.
The number of people with an internet-connected television has shot up in the last two years, as has the amount of time people spend watching streamed programming.
Over two-thirds say their online video ad budgets will increase in 2015; newfront presentations partially responsible for that rise.
Now that the MRC and IAB have created online ad viewability standards, they need reliable data on how display and video ads are placed.
Ensuring that paid online video ads are actually seen is a good thing. But the recently created standard is more of a joke than a useful benchmark.