Despite standards, viewability measurements done by "black box" vendors are not reliable because they cannot be independently verified for accuracy.
Marketers should DIY (do it yourself) using standard browser javascript code to double check if the measurements from the vendors are even close.
With published estimates of viewability in the 60 - 80% range, it is likely very far off. Look at the directly measured data in the following charts and see for yourself what correctly measured viewability looks like.
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Correctly Measured
Viewability - DIY
March 2019
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239
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linkedin.com/in/augustinefou
“Actual viewability may be lower
than you think. You should measure
it yourself to double-check and it
should be measured in-ad.”
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(2018) Code to alter viewability
“the [malicious] code used by
NMG is designed to interfere
with the ability of third-party
measurement systems to
determine how much of a
digital ad was viewable during
a browsing session.
This code manipulated
data to ensure that
otherwise unviewable
ads showed up in
measurement systems as
valid impressions, which
resulted in payment being
made for the ad.”
Buzzfeed, March 2018
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Here’s how to measure it yourself
and verify the data you are given.
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Viewability Measurement Notes
Direct measurement is necessary, measurement done in-ad
• Viewability must be measured in-ad. On-site measurements are
also valid, and this can be corroborated by analyzing the page
layout – where the ad slots are arrayed on the page.
• Desktop and mobile web are similar since browsers are standard;
but app impressions must be separated out because measurement
reliability in-app is low;
• Scrolling in mobile means actual viewability is very low
• Things should add up to be 100% (internal data consistency)
visibilityState
(is browser minimized
or tab active?)
intersection
(is the ad slot in
the viewport?)
viewable = x
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Viewability vs Ad Blocking
Measurement accuracy depends on a number of factors
Viewability Ad Blocking
• Is dependent on the page
layout, where the ad is
• Must be measured in-ad;
direct measurement is key
• In-app impressions must be
separated out; desktop and
mobile web are similar
• Is related to the browser/
tech used by the user
• Must be measured on-site;
direct measurement is key
• Desktop must be separated
from mobile
• Bots should be excluded, %
of data not measurable
should be disclosed
14. March 2019 / Page 13marketing.scienceconsulting group, inc.
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About the Author
Augustine Fou, PhD.
acfou [@] mktsci.com
212. 203 .7239
15. March 2019 / Page 14marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Dr. Augustine Fou – Researcher
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017
20192018