Extreme Reach follows the MRC’s minimum viewability requirement that video ads must be at least 50% in view for at least two consecutive seconds. Here is a breakdown of every reason why an impression might be designated non-viewable by Extreme Reach:
The ad did not meet the required duration of at least 2 consecutive seconds.
The ad ran on a player that was 200x150 pixels or smaller.
Less than 50% of the ad was in view on the browser page, likely because the player was below-the-fold.
The ad ran on an inactive browser or tab, and therefore less than 50% (or more likely, none of it) was viewable.
We also scan for In-Banner video ad placements. While these impressions aren’t technically non-viewable 100% of the time, they clearly indicate that the ad ran in an area that was designated for display rather than video.
The video ad ran within a banner space designated for display ads, violating the terms of many agreements to place video ads in-stream only.
By categorizing impressions that fit these criteria as non-viewable, Extreme Reach is able to provide a highly accurate ad viewability score. With accurate viewability data in hand, you can optimize accordingly to decrease the number of wasted and non-viewable impressions in your inventory.
Contact us at DigOps@extremereach.com or 800.324.5672 for a more personal discussion regarding your workflow and needs.