Ad blocking must be directly measured on-site; in-ad measurements are not accurate because ads are not supposed to be called in the first place when ad blocking is turned on . Viewability also needs to be measured directly, with mobile app specifically carved out. Mobile web is the same as desktop web because browsers support the key javascript parameters in both.

1. January 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Q1 2019 Update
Viewability / Adblocking
January 2019
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239

2. January 2019 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
In-Ad vs On-Site Measurement
Measurement is entirely different - on-site vs in-ad, mobile or not
In-Ad
(rides with marketers’ ad)
On-Site
(installed on-site by publisher)
0% humans
60% bots
60% humans
3% bots
“measurements for viewability, bots, and ad blocking may vary
widely depending on where the tag is placed – on-site or in-ad.”

3. January 2019 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Directly Measured Adblocking
Direct measurement is necessary for accuracy of ad blocking numbers
NOT ACCURATE
(estimated from downloads)
ACCURATE
(measured on-site)
This only counts the number of people who
have downloaded ad blockers. This is not the
same as people who are using it all the time.
What is needed is direct measurement of ad
blocking rates on sites that real humans visit.
Mobile ad blocking is higher than Jan ‘18
but it remains lower than desktop, where
browsers have plugins, and human use it.

4. January 2019 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Directly Measured Viewability
Viewability on desktop and mobile web is different than in-app
hasFocus
(is browser the
active window?)
visibilityState
(is browser minimized
or tab active?)
intersection
(is the ad slot in
the viewport?)
viewable = xx