New Feature: Viewability Reporting & Targeting

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DannyKhatib
DannyKhatib Posts: 3 6senser
edited April 2023 in Product Updates

Hey, everyone.

The Ads team is pleased to announce the availability of our newest advertising feature, Viewability Reporting and Targeting.

First, a dry but useful definition for those new to the concept of viewability: an advertising impression is considered viewable when it appears in a user’s viewport for enough time to be seen (with standard guidelines for measurement set by the Interactive Advertising Bureau, or IAB).

Reporting

Viewability Rate (%) is a metric that represents the percentage of impressions that met the criteria to be considered viewable. This metric is now reportable for 6sense advertising campaign and ad performance data as of January 1, 2023.

Viewability is a really important concept of "potential branding value" for impressions delivered on the programmatic web, and we're excited to bring you in-product transparency for this!

Targeting

In addition, a new viewability optimization setting is also available within the Advanced Targeting section of the campaign creation workflow for 6sense campaigns. When the user selects the “optimize for viewability” option, 6sense will dynamically restrict bidding on inventory that is predicted to have a low chance of viewability (using magic! but also data science).

You can find more details in our help center articles:


We hope these improvements bring you joy!!

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Comments

  • charlotte.spangler
    charlotte.spangler Posts: 56 ✭✭✭✭✭

    Are there benchmarks for average viewability? Is there anything I can do to improve viewability?

  • DannyKhatib
    DannyKhatib Posts: 3 6senser

    Hi Charlotte,

    Industry benchmarks can vary based on several factors (such as creative size or desktop/mobile/app), and they tend to change over time. That said, we would advise that in general terms:

    • 50% is considered average
    • 60% is considered good
    • 70% is considered great
    • More than 80% sounds awesome in theory, but is likely counter-productive, in that it would be very hard to fill budget at a reasonable price against such a strict threshold

    You can pay attention to campaign targeting parameters and creative sizes used and see how they may impact your viewability scores over time. To get more precise and to use the power of data science, we’d recommend trying our “optimize for viewability” feature, as mentioned above.

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