5. All make-goods should be in the form of additional Viewable Impressions, not cash, and should be delivered in a reasonable time frame. Make-good impressions should be both Viewable and gener-ally consistent with inventory that was purchased in the original campaign. Determination of threshold achievement is based on total campaign impressions, not by each line item. In other words, some line items may not achieve threshold, but others can compensate.

6. For large format ads, de�ned as 242,500 pixels or over, a Viewable Impression is counted if 30% of the pixels of the ad are viewable for a minimum of one continuous second, as noted in the “MRC Viewable Ad Impression Measurement Guidelines.”

7. All transactions between buyers and sellers should use MRC accredited vendors only.

8. A buyer and a seller should agree on a single measurement vendor ahead of time. The industry aspires to variances of no more than 10% between viewability measures provided by di�erent vendors. All stakeholders must avoid costly, labor-intensive, error-prone manual processes of reconciling di�erent sets of viewability num-bers, hence the bene�ts of agreeing on a single vendor.

1. All billing should continue to be based on the number of Served Impressions during a campaign and these should be separated into two categories: Measured and Non-Measured.

2. Given the limitations of current technology, and the publisher observed variances in measurement of 30-40%, it is recommended that in this year of transition, Measured Impressions be held to a 70% viewability threshold.

3. If a campaign does not achieve the 70% viewability threshold for Measured Impressions, publishers will make good with additional Viewable Impressions until the threshold is met. Such a guarantee ensures that all paid measurable ad impressions will be viewable at a threshold that both exceeds the minimum standard and falls within observed variances.

4. To illustrate how the 70% threshold will work, assume: a campaign delivers 10,000,000 Served Impressions; of those Served Impressions, 8,000,000 were Measurable; of the Measured impressions, 5,000,000 (62.5%) were Viewable. In this case, the publisher would need to deliver 600,000 additional Viewable Impressions to reach the 70% threshold and make good. The agency will be billed for 10,000,000 impressions assuming full make good.

A Brief Guide to

Viewability FOR Digital Advertisers

Silverlight Di

gital’s

Do I pay for an ad if nobody see’s it?

IAB principles for the road to viewability:

Yes. Digital advertising’s ‘viewability’, like TV, radio and print viewability

is based on the ads “opportunity to be seen” by consumers.

Ads served via technical means to a web browser but a consumer

may never view them.

Example: ads that appear below-the-fold or in sections of

the page that the consumers does not navigate to.

Ads that have been served AND viewed by a consumer.

www.SILVERLIGHTDIGITAL.com

Served Impression Viewed Impressions

Tick

Ads must be visible for 1 second to be considered

“viewable”.

The industry is moving towards a 100% viewability system. (Some believe costs will rise as a result)

56% of digital ads may not be viewed. (Google, 2014)

70%Currently viewability standard

outlined by IAB.

30%Suspected ad performance not captured by measurement tools.

VIEWABILITY DESIGN TIPWeb and mobile designers need to focus on relevant ad locations for maximum viewability.

What the future holds...

100% (viewability) is currently unreasonable. Why? Because, different ad units, browsers, ad placements,

vendors and measurement methodologies yield wildly different viewability numbers."

- Randall Rothenberg, President and CEO of the IABEver turn the dial during a commercial?Of course, TV, radio and print all include ads never viewed by consumers.