Viewability is an increasingly important issue in the digital ad space. With only interim guidance released for mobile, Millennial Media took a leadership position with our 100% viewability guarantee for managed in-app campaigns.
Increasingly, marketers buy inventory on a programmatic basis, and it’s only natural that these two concepts would eventually cross paths.
We conducted a survey of programmatic buyers earlier this year, and found that 23% of programmatic advertisers already measure viewability against programmatic buys, and 82% of the same group planned to start in 2015. A majority (56%) of those programmatic buyers want to achieve between 70 and 99% viewability as a benchmark with their campaigns.
We are happy to announce that we have two new open packages — High-Viewability Banners and High-Viewability Interstitials — that contain inventory with high viewability scores available to exchange buyers. Through our partnership with Integral Ad Science and our own internal testing, we gained insights into the app placements in our exchange that are most likely to produce high viewability scores. Whether you’re running banner ads or interstitials, buyers can have confidence that their ads are likely to be viewable. Additionally, both packages are available for targeting using always-on Deal IDs, resulting in better campaign viewability metrics and greater ROI.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.