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What is Active View?
Active View is a metric used in digital advertising that measures the viewability of online ads. Viewability refers to the likelihood that an ad is actually seen by users. Active View provides advertisers and publishers with valuable insights into the performance of their ads by determining the percentage of impressions that meet specific viewability criteria.
Understanding Viewability
Viewability has become an essential factor in digital advertising because advertisers want to ensure their ads are being seen by real users rather than being wasted on non-viewable impressions. In the past, advertisers were charged based on the number of ad impressions served, regardless of whether the ads were actually seen. This led to concerns about ad fraud and the need for a more transparent and reliable metric.
Active View aims to solve this problem by measuring viewability. According to the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC), an impression is considered viewable if at least 50% of the ad’s pixels are visible on the user’s screen for a minimum of one second. For video ads, the criteria are slightly different, requiring at least 50% visibility for a minimum of two seconds.
The Importance of Active View
Active View provides advertisers with an accurate measure of the viewability of their ads, allowing them to optimize their campaigns for better performance. By understanding which ads are viewable and which are not, advertisers can make informed decisions about their media spend, adjusting their strategies to focus on placements and formats with a higher likelihood of viewability.
For publishers, Active View helps them understand the viewability rates of their inventory. This enables them to provide quality inventory to their advertisers and attract higher CPM (cost per thousand impressions) rates. By improving viewability, publishers can also enhance user experience, which can lead to increased engagement and better ad performance.
Conclusion
Active View is a valuable metric that plays a crucial role in the success of digital advertising campaigns. By measuring viewability, advertisers and publishers can ensure that their ads are being seen by real users, improving the overall effectiveness and efficiency of their campaigns. With the ever-evolving digital advertising landscape, Active View offers a transparent and reliable way to evaluate the impact of online ads and enhance the overall advertising experience.
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