In order for ads to have any impact, they have to be seen. The term ad viewability is one of the most important metrics in terms of determining how successful the ad was and how many views the ad actually got.
According to IAB Standards for display ads, a viewable impression can be counted as such if at least 50% of the ad is loaded for at least one second.
Kiosked is constantly working on delivering the highest viewability rate possible, and numbers show that during 2019 the average viewability rate has been raging between 75-100%, meaning far above the standard. In March 2019, our ads peaked up to an average viewability of almost 90%, which is simply awesomeness. If comparing numbers to 2018, we have improved steadily the whole inventory viewability rate by 82%.
RAO means Revenue per Ad Opportunity in the world of ad tech. It has been steadily increasing along with the uplift in viewability.
The ‘double effect’ for publishers
How does the viewability uplift affect publishers sites then? The answer is that the increased viewability of Kiosked ads affects the whole inventory in a positive way.
Not only ads provided by Kiosked are getting more views and pushing revenues up, the whole site’s average viewability score is driven up thanks to this.
Example: For instance if a site has six ads in total, three ads provided by Kiosked and three ads provided by other forces (with an average viewability rate of 50%) will Kiosked’s ad viewability average of 90% affect the overall average, pushing it up to a score of 70%, I.e. a 40% uplift.
This means that the publisher will get a better overall viewability score and most likely gain higher CPMs, which as you know, means higher revenue as well.
How did Kiosked manage to deliver such great numbers?
We started everything by upgrading our internal tools for measuring viewability. We knew that by improving impression viewability on the units we would increase CPMs across the board and help publishers to improve their sites average viewability scores. Being able to measure viewability better in real time was the key to improving the dynamic ad insertion done by our script.
Our head of Engineering, Perry Mitchell explains the improvements made by the following:
Measuring viewability is hard as the environment an ad is running in is unpredictable and can be nested in complex ways within a page. Presenting an ad when it will be visible to a reader is key to securing higher CPMs through high-value placements, and we have spent a lot of effort to add new, more robust methods of viewability detection to our platform.
We’ve employed the use of the `IntersectionObserver` API, which is a new fundamental web technology that allows us to communicate directly with the browser with regards to an ads location within the browser window. This is great because it bypasses all of the other cumbersome security restrictions, without being a security concern of course, allowing us to more accurately detect when an ad placement is in view, especially in our static tags (industry-standard tags). Even if our ad is nested inside a DFP or other ad server’s placement, we’ll still see when a unit comes in to view.
Due to the immense increase in our viewability numbers we’ve seen a strong increase in CPMs across many of our sites.