Google today announced that advertisers can customize the viewability settings in Display & Video 360, Google’s DSP. Standard viewability defines that a display ad is viewed if 50% of the ad appears on the screen, but with custom viewability on DV360, advertisers can optimize for 100% on screen viewability.
Custom viewability was already possible in measurement companies like Meetrics, and IAS, that challenge Google with more advanced measurement capabilities, and presenting industry viewability benchmarks.
Google uses Active View to measure viewability, and in DV360, advertisers are now able to define the percentage on screen, if it was audible (for video and audio), the time threshold and the quartile threshold.
Google says that research has consistently shown that ads need an opportunity to be seen to drive impact, and many advertisers and agencies have different definitions of viewability based on their unique business requirements.
The custom metrics for viewability are in addition to the MRC accredited reporting based on MRC viewable impressions, as well as advanced audibility and visibility metrics that are already available in Display & Video 360.
According to Google, viewability metrics are reported for all video campaigns, within hours.
What are the standards for viewability?
Until now, before the custom viewability, advertisers using DV360 could only use standards for viewability. On active view, the
A display ad is considered viewable when at least 50% of the ad is visible for at least 1 second and the ad is less than 242,500 pixels (970 x 250). At least 30% of the ad is visible for at least 1 second and the ad is 242,500 pixels (970 x 250) or greater.
A video ad is considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.