Media buyers and suppliers are now authorized to transact on viewable impressions, but how many are even using this form of tracking?
To measure the adoption of viewability tracking and other forms of verification among national and global advertisers, AdExchanger recently worked with ad analytics firm Moat.
We supplied Moat with a list of 100 large online advertisers (a modified version of the Fortune 100, weighted to emphasize large digital marketers). Moat then used its crawler-based technology to determine how often those brands' ad tags are served alongside tags from any of four ad verification vendors known for tracking viewable impressions: Integral Ad Science, DoubleVerify, comScore and Google-owned Adometry. (Moat also provides viewability metrics, but its solution was excluded from this analysis.)
Here's what Moat found:
From 2013 to the first half of 2014, when the Media Ratings Council lifted its advisory warning against transacting on viewability, Moat observed a doubling of the number of advertisers running ad verification tags on at least half of their ad impressions, from 15% to 30%. Likewise, the number of advertisers running those ad tags on at least a quarter of their impressions also approximately doubled, from 32% in full-year 2013 to 60% in the first half of 2014.