What viewability products do...

Today, ABC launches its viewability certification programme to raise transparency on what viewability products do. The programme is designed to report on a product's capability to measure viewability in different scenarios. Two key variables form the basis for its reporting, the percentage in view' and time'.

Our industry is debating the importance of whether an online advertisement has had the opportunity to be seen within a user's browser software. It is relevant to the online ad display market where a number of products now offer measurement of viewable, rather than served, impressions.

The ability to report on what some term viewable ad impressions' is now part of how our industry trades in terms of measurement, reporting and payment for online display advertising. ABC's programme has been designed to support the needs of media owners, advertisers and the media buying community by presenting test results on how different products work as well as showing the variety of measurement capabilities available.

The programme is based on a set of JICWEBS industry agreed testing principles and will initially test on PCs and Macs through a variety of common browsers, with further roll out phases planned to cover tablets and smart phones in the future. It has been developed through consultation with our industry, in particular with input from practitioners in the field, and complements the work of MRC (US) and others in this area. The principles and programme will be regularly revisited to ensure continued relevance as our industry evolves with this technology.

ABC's viewability certification programme expands our existing Associate Member Scheme which includes a similar programme for Content Verification tools. The launch of this new programme is another milestone for ABC in delivering an innovative and valued Stamp of Trust to our media industry.

Richard Foan, Group Executive Director, Communication and Innovation, ABC said: This new service is an important first step towards transparency and trust in the viewability' debate.

David Ellison, Marketing Services Manager, ISBA - the voice of British advertisers comments: Last year ISBA members demanded a move from served' to viewable' ad impressions. If online ad impressions, particularly for brand advertising campaigns, are viewable, they can be compared to other media which offer the opportunity to see' as the basis of a trading currency. ISBA welcomes this approach by ABC to gain transparency in digital ad trading.

Pete Robins, Founder at agenda21 comments: As digital media evolves, new technology is enabling increasingly sophisticated ways to buy media. It's also allowing those involved to understand more about where and how advertising is being served. The viewability of ads is one important aspect of this, and a good proactive start for the industry is for an independent check to be introduced. ABC is ideally suited to carry this out.

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