Automattic yesterday announced that it has completed an update in WordAds, on how it measures, targets and optimizes against ad impressions that are viewable.
Julia Wilson, Ads Team Lead, .bets Division at Automattic, wrote that Automattic now strives for 70% viewability on all ad impressions, using the IAB standard. An ad is viewable if half is in the full view in the browser.
Automattic implemented lazy loading on ad placements so ad slots are loaded within the current viewport or less than 1 scroll up or down depending on scrolling direction.
Automattic told publishers that they may see an increase in CPMs, as advertisers begin to see more overall value in the impressions they buy from you due to higher viewability.
WordAds is a program from Wordpress.com (Automattic) that enables WordPress publishers to monetize their websites with programmatic ads. WordAds says is connected with multiple SSPs, including Google, Xandr, Amazon, and Verizon.