Optimizing Ad Viewability for Publishers: A Guide

Gone are the days of simplistic assumptions in ad revenue. You, the publisher, know that eyeballs don't equate to dollars unless those are actually seeing the ads. 

The Google Ad Manager data says -

Now, if that caught your attention, know that understanding "viewability for publishers" is not as simple as it seems. While basic ad delivery might suffice, maximizing revenue demands meticulous optimization of ad viewability.

Let's understand this better. 

What is Ad Viewability Really?

Forget ad server data that lumps in unloaded or obscured placements. Viewability transcends mere delivery, focusing on genuine user interaction with ads. 

Think 50% of an ad in view for a brief moment (a blink for images, two for videos) as the bare minimum. However, agencies often demand stricter standards - 100% visibility or user-initiated play for videos. 

This sort of demand can leave even seasoned publishers scrambling.

So, Why Did Viewability Become the Metric to Rule Them All?

Remember 2014's bombshell report revealing a staggering 56% of digital ads went unseen? 

Advertisers cried foul, and publishers faced the pressure to demonstrate genuine value. 

Entered viewability metrics, transforming from a "nice-to-have" to a revenue-defining benchmark. Transparency became paramount, leading to the development of industry standards and tools.

That’s When the Ad Tech Industry Rolled Up Its Sleeves and Set A Few Standards

The Media Rating Council (MRC) and Interactive Advertising Bureau (IAB) laid the groundwork in 2014 with a 50% in-view requirement for one second.

But the story unfolds further, with video and mobile-specific guidelines emerging. Agencies chimed in, advocating for stricter criteria, often surpassing baseline standards. 

This meant publishers were juggling a complex web of definitions, constantly redesigning ad units and deciphering data.

The Impact of Viewability on Ad Revenue 

Ad viewability - as a metric, measures the percentage of impressions seen by users. There is no doubt it impacts the demand and value of your ad inventory.

Advertisers prioritize campaigns with demonstrably high viewability. They understand that seen ads = potential results: clicks, conversions, and ultimately, ROI. This preference translates to higher eCPMs.

Improving ad viewability is an investment to your bottom line. 

So, How Do You Achieve Ad Viewability?

As a publisher, your ad inventory is your valuable asset. Its true worth lies not just in quantity but in visibility. Thankfully, optimizing your site for viewability is attainable.

Step 1: Strategic ad placement and design

• Beyond the fold: Ads placed just below the fold or near the bottom outperform those at the very top. Think seamless integration within the content flow, not intrusive interruptions.

• Embrace verticality: Ditch the rectangle and explore 300x600, 160x600, or 240x600 formats. Imagine scrolling through an Instagram story - these ads blend in, capturing attention.

• Mobile optimization matters: Prioritize responsive ad units that adapt to any screen size, ensuring a flawless user experience for smartphone and tablet users.
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• A/B testing is your ally: Don't guess! Experiment with different layouts and ad types. Use A/B testing to gather data and make informed decisions, impressing advertisers with proven value.

Step 2: Speed & responsiveness - the pillars of visibility

• Every second counts: Strive for lightning-fast loading time and responsive pages across devices. Remember, mobile delays reduce viewability by 3.6% per second. Keep users engaged and ads visible.
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• Responsive layouts adapt: Utilize flexible grids and image sizing to cater to diverse devices and screen sizes, minimizing latency and boosting engagement.
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• Asynchronous loading wins: Ensure page content and ads load independently, reducing page load time and unseen ads. Imagine content appearing instantly, followed by seamlessly integrated ads.

Step 3: Mastering header bidding for peak performance

• Server-side to the rescue: If client-side header bidding causes latency, explore server-side solutions to reduce your website's workload. Think of dedicated servers managing auctions, freeing up your resources.

• Client-side optimization: If sticking with client-side, utilize bidder throttling, fast wrappers, and optimal auction timeouts to minimize latency and maximize efficiency.

Step 4: Fine-tuning the loading process for peak ad viewability

• Lazy loading is strategic: Display ads only when they enter the user's viewport. Imagine users scrolling down, and ads appear only when relevant. This improves viewability and page speed.

• Minimize passbacks: Streamline ad calls by reducing unnecessary server pings, expediting ad loading, and enhancing viewability. Think of minimizing detours on the ad-loading journey.
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• Refresh responsibly: Utilize ad refresh strategically, ensuring it adheres to industry standards and happens only when within user view. Avoid intrusive repetitions that harm the user experience. We recommend using Mile’s advanced ad refresh technology - AXT. It refreshes ads only when the ad space is really visible and the reader is really engaging with the page. 

Step 5: Team up with MILE to help you manage ad viewability better 

As a premium publisher you know viewability directly impacts ad revenue. Mile offers strategic solutions and expert support to optimize your climb towards peak performance.

We precisely diagnose:

• We analyze website traffic, ad formats, user behavior, and technology stack to identify viewability bottlenecks.
• Data-driven insights pinpoint areas for improvement, from ad placement to page load times.
• Tailored recommendations suggest actionable steps like optimizing ad sizes, implementing lazy loading, and minimizing refresh rates.

We strategically implement solutions:

• We utilize advanced tools like pre-bid optimization, header bidding, and dynamic ad refresh to address common viewability challenges.
• You can benefit from integrations with leading video player providers and ad exchanges. This seamlessly delivers high viewability across ad formats.
• Enjoy a customizable approach tailored to your specific needs and workflow.

We continuously optimize:

• With dashboards that offer real-time monitoring of key metrics like viewability rates, fill rates, and CPMs - we provide actionable insights for ongoing optimization.
• Through regular performance reports, we keep you informed on the impact of our efforts with detailed data visualizations.
• Dedicated ad operations specialists offer expert guidance, answer questions, and advise on best practices.

Partner with Mile to maximize ad viewability, optimize yield, and elevate your success. Contact us to discuss your specific needs and goals today.

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