Problems of low ad viewability
                     Problems of low ad viewability
John Z
Writes on ad hosting, involved with AdSpeed ad servers & 
Adspeed Ad server for publishers.
Ad viewability rate refers to the percentage of ad impressions that are actually seen by 
users. There is a difference between delivered impressions and viewable impressions. A 
delivered impression is counted when an ad is served to a user's device, but that doesn't 
necessarily mean that the user saw the ad or engaged with it in any way. A viewable 
impression is counted when an ad was actually seen by a user, usually by tracking how 
much of the ad was visible on the user's screen and for how long. Different ad servers and 
measurement companies may use slightly different standards for what constitutes a 
"viewable" ad impression. However, the industry standard set by the Media Rating Council 
(MRC) in the United States is that at least 50% of the ad's pixels must be in view for at least 
one second to be considered viewable. However, other platforms or advertisers may use 
stricter or more lenient criteria based on their own goals and priorities. A low ad viewability 
rate can be a problem for publishers and advertisers. We are going to discuss issues that 
can arise or imply from low ad viewability:
Waste of ad spend
When an ad is not viewable, its viewability rate is low. It means that many 
users do not see it, and as a result, it is likely ineffective. This reduces brand 
awareness and leads to a waste of ad spend because advertisers are paying 
for ad placements that are not resulting in actual views, clicks, or 
interactions. Low ad viewability also leads to a lack of conversions and that 
negatively impacts the return on investment (ROI) for advertisers because 
they are not seeing the results they were expecting from their ad 
campaigns.
Difficulty in measuring effectiveness
Low ad viewability can make it difficult to measure the performance of 
an ad campaign. When an ad is not viewable or viewability is not 
measurable, it's difficult to determine how many users actually saw it 
and how many engaged with it. This makes it difficult for businesses to 
determine the actual ROI of their ad campaigns and make adjustments 
accordingly. It is like going through a dark tunnel with little data to guide 
you.
Ad fraud
Low ad viewability is one of the many signs of possible ad fraud because 
fraudsters can create fake websites or apps and place ads to generate 
impressions in order to take advantage of advertisers. Overall viewability 
will be low because these ad placements are often difficult to see or even 
invisible to actual viewers. The goal of these malicious actors is all about 
generating revenue from ad serving and not quality content or quality 
audience. This leads to a significant waste of ad spend, a lack of conversions 
for businesses and a loss of trust.
Decrease in ad revenue
Low ad viewability can lead to a decrease in ad revenue for publishers 
because advertisers may not want to pay the same rate for ad placements 
that are not viewable. If advertisers are willing to run campaigns without 
this data, they might negotiate to pay a lower rate than paying another 
publisher with viewability data. This can make it more difficult for publishers 
to monetize their website or app and can negatively impact their bottom 
line. Therefore, it is to your benefit to improve ad viewability of your ad 
placements.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.