With digital media buying, one of the greatest benefits is its performance-based pricing models, meaning your budget can be tracked and accounted for in whichever way makes most sense for your campaign. Marketers are also able to specify at what point they spend, based on the action the user takes after seeing their ad.
A payable action determines what action a user is required to perform, at which point the advertiser pays the publisher for displaying the ad.
Viewability refers to a pricing and performance metric that pays and tracks only for impressions that have the ability to be actually seen by users. The goal of viewability is to reduce wasted spend on ads that are never viewed. Though it seems simple enough in concept, advertisers, agencies, ad tech vendors, and publishers all have different ideas as to what can be considered as a “viewable” ad – and what they are willing to pay for.
The IAB and Media Ratings Council states that at least 50% of the ad has to be viewable for at least 1 second (2 seconds for video) for it to be considered viewed. Not all parties agree on this though, and some demand tougher standards for viewability.
Despite the lack of agreement, there are steps you can take for best practice, including establishing a standard of measurement, using tools to help you measure, and having conversations with your publishers about your protocols for reconciling differing delivery data.