What is the difference between an impression and a viewable impression? An impression also called a served impression means that the ad was displayed on a particular website, without regard to where on the website it was or how long a user paused on the ad. A viewable impression is only counted when at least 50% of the ad’s pixels are visible in the browser window for a continuous 1 second (for display) or 2 seconds (for video).
We also don’t recommend viewability as the best tracking metric out there, and in many cases has found the use of specific viewability goals within our campaigns to be harmful to the campaign’s performance. We have A/B tested several campaigns at a higher CPM with 75% viewability, an IAB standard, and saw no increase in CTR or conversion rate. This is likely because we already place in the most coveted inventory locations. We have tested almost every platform out there and believe we are using the best inventory and buying methods out there to get the best ROI on digital dollars. We do this by using auto-optimization on all our campaigns based on campaign goals through AI that is analyzing traffic and campaign performance every minute. We have seen stronger performance with our current buying strategies than implementing a viewability % goal on our campaigns (which we have tested).
However, if your clients wants us to only bid on impressions classified as “viewable” we can do it, but there is an upcharge. Please click here to read more about this: http://support.vicimediainc.com/qa_faqs/what-do-we-do-for-clients-brand-safety-ad-fraud-viewability/ (the last paragraph addresses this).
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