Viewability

For Programmatic Advertisers that prioritize Viewability metrics as a core KPI for campaigns, Gourmet Ads offers two Viewability solutions for Advertisers (depending on your DSP). a) Optimize to a Viewability % e.g 70% or b) Transact on 100% Viewable basis. Both Viewability options are executed by Private Marketplace Deals / PMPs and depending on your requirements, we offer both MRC Viewability Standard and GroupM Viewability Standard.

Viewability via Deals

Smart Deals are available for all Programmatic Buyers irrespective of DSP they use and allow you to set an exact integer % for Display Viewability or Video Viewability (most Advertisers request 70% Viewability). Then over time the Smart Deals will train up and down to hit the desired Viewability % to ensure it hits the required goal. We suggest the Viewability % be set between 50% through to 80%. Smart Deals can use MRC Viewability Standard (Default) or GroupM Viewability Standard.

100% Viewability

Our 100% Viewable Marketplace provides advertisers that are required to buy impressions on a 100% Viewability basis the ability to remove the media buying risk, and only paying for impressions deemed 100% in view. Let our Viewability prediction algorithm decide the impressions to buy in Real-time passing the risk to us.

100% Viewability Impressions can be bought either on a Programmatically or via our Programmatic Managed Services offering.

Viewability is an online advertising metric that indicates the number of impressions that are actually “seen” by users. Viewability was created to help advertiser understand and minimize advertising wastage. Understanding the Viewability percentage of a campaign allows the advertiser to optimize towards impressions that are “seen” vs ad impressions “not seen”, thus making the campaign more effective.

To put it simply, if an individual advertisement cannot be seen, then the ad is unable to build brand equity, impact or influence the user. Advertisers that don’t measure and/or optimize to a Viewability metric in some way shape or form have no way to ensure their advertising is being seen. Think of any impressions that are not viewable as being wasted. Viewability minimizes Advertising Wastage.

vCPM is a metric used to represent the cost of viewable impressions. vCPM stands for Viewable Cost–Per–Thousand impressions and is sometimes referred to as Viewable CPM.

To calculate vCPM, use the following simple formula

vCPM = CPM / viewability rate.

One of the challenges of Viewability is the lack of consistency across the industry on what a Viewable Impression actually is. There are two aspects, the first being the actual definition of what “In-View” means and the other aspect is the technology or measurement of the viewable impression.

There are two main Viewability Definitions that the majority of advertisers agree on, the MRC Viewability Standard and the GroupM Viewability Standard, both of which are detailed below.