Are You a Human - Viewability

Targeting Humans Improves Viewability

Viewability aims to track only impressions that can actually be seen by users. The IAB defines a viewable impression as minimum of 50 percent of pixels in view for a minimum of one second. Unfortunately, viewable impressions do not mean “impressions that were viewed by humans.” Tubemogul found that the more advertisers optimized for viewability, the more non-human traffic they saw1. In contrast, in a study conducted with MOAT, we found that targeting real humans increases viewability.

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1http://blogs.wsj.com/cmo/2015/05/19/pushing-for-viewable-ads-can-lead-to-more-non-human-bot-viewers-2/