Thought Leadership

Why Placement-Level Viewability Metrics are Better for Sellers and Buyers

June 12, 2018
By Allyse Slocum, Director, Digital Marketing

We are excited to announce that Rubicon Project has partnered with Moat to make their viewability scores available to our users at no additional cost.

Moat provides us with a credible, neutral, third-party viewability (and inventory quality) scoring partner and gives us the ability to measure viewability on all display and VPAID video (desktop and mobile web) inventory at the placement level. This more granular approach to viewability is more measurable and transparent than ever for all of our Buyers and Sellers.

Why Placement-Level Metrics Matter

According to the MRC Viewable Impression Measurement Guidelines, a display ad is considered viewable if the following criteria are met:

  • Greater than or equal to 50% of the pixels in the advertisement were on an in-focus browser tab on the viewable space of the browser page; and
  • The time the pixel requirement is met was greater than or equal to one continuous second, post ad render.

For video, the same pixel requirement as display applies, but the ad must be played for any two continuous seconds.1

While this provides advertisers with a good gauge for whether or not an ad performs, it doesn’t specifically measure how well it performs. Using these guidelines, an ad with 51% of its pixels in focus is considered just as viewable as an ad with 90% of its pixels in focus. And depending on the scenario, the latter would likely be a more desirable ad unit.

Other exchanges offer viewability scores at the page-level, which still doesn’t provide the full picture. Figure 1 highlights the shortcomings of page-level measurement. For one, placements are averaged across the page, not giving you insight into each placement’s performance. There’s also no visibility into scores for above-the-fold placements versus below.

Figure 1

For publishers, placement-level measurement provides a terrific opportunity to identify and highlight your high-viewability placements, allowing for increased revenue opportunities. For instance, by understanding which ad placements are most viewable, you could consider creating PMPs that showcase your best inventory.

More measurement yields more data and smarter business decisions. Publishers can now sell more efficiently and advertisers can buy more effectively.

Moat scores are available to you today. For more information, please see our Viewability Information Guide in our Resource Center.

To request your Moat viewability report – or get answers to any questions – please contact your Rubicon Project account manager or

1 MRC Viewable Ad Impression Measurement Guidelines Prepared in collaboration with IAB Emerging Innovations Task Force Version 1.0 (Final) – June 30, 2014

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