Google this month introduced a new bid strategy on DV360 that enables advertisers to target viewable video impressions. The bidding strategy is named Viewable and maximizes video impressions that were viable.
Google says that with Viewable bid strategy, DV360 sets bids according to the likeliness that an impression will be viewable based on Active View’s viewability definitions. The standard view on video is when 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.
Only some video players allow viewability measurement, as the VAST version adopted by publishers in some markets is still 2.0.
Google has 3 types of video bidding available in DV360:
- Completed in-view and audible to prioritize buying impressions where the video was visible at completion of the video and the audio was audible.
- That were viewable for at least 10 seconds to prioritize buying impressions where the video was visible for 10 seconds or more.
- Viewable to prioritize buying impressions where the video was viewable according to Active View.