Sophisticated Attribution Models That Account For Viewability

As more impressions become available on ad exchanges, media buyers are taking advantage of the additional available inventory. However, some of the inventory available is of very low quality and often below the fold or loaded at the bottom of a webpage. If the user doesn’t scroll down far enough to see it, that impression will not be seen, but will still count as an impression for purposes of the advertiser’s bill.

As inventory becomes ever more available in programmatic advertising, and with more than half of online ads – especially online video ads – never seen, viewability is an increasingly important factor in advertising purchases. Advertisers are looking for tools and methods to optimize media buys to maximize the impact of media investments, while taking into account viewability data. For that purpose, many advertisers leverage various attribution methods and technologies.

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