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What is Active View in DFP (DoubleClick for Publishers)

With users alternating between a number of devices throughout the course of a day, ad servers find it a bit challenging to serve viewable ads across all devices. Active view is a cross-platform solution from Google to measure the viewability of digital ads. Active View tracks the viewability of ads served via Google Publisher Tags (GPT). Active View is already enabled on these tags, so no additional work is needed from the publishers. Active view is available in most of Google’s ad products including DoubleClick for Publishers(DFP), the ad server most publishers rely on. With reporting functionality, publishers were always able to track the number of impressions served. Now, with active view technology in DFP, publishers are able to track the number of those impressions that the users are actually able to view.

Users have a number of options when it comes to choosing a device to go online. There are desktops, mobiles, tablets and everything in between. While having a variety of options makes online surfing flexible for users, ad servers and publishers find it a bit difficult to serve ads in every possible orientation, customized according to the screen size and the repositioning and reformatting of site content. This difficulty leads to users not being able to view some of the ads even though they are viewed as impressions.

Keeping the number of devices in mind, there are different requirements for ads to be considered viewable. Since active view supports display, mobile web, mobile app and video inventory, the requirements vary. The requirements are-

  • For display ads that are smaller than 242,500 pixels, at least 50% of the ad must be visible on the user’s screen for at least 1 continuous second.
  • For display ads that are larger than 242,500 pixels, at least 30% of the ads must be visible on the user’s screen for at least one second.
  • For in-stream video ads, 50% of the ad must be visible on the user’s screen continuously for 2 seconds.

How does Active View Measure Viewability

An ad is measurable when the Active View enabled tag successfully captured viewability information about the impression.

From the total number of impressions served, not all impressions are eligible for measurement. An impression is considered eligible only if it is successful in communicating with the ad server. Now from the eligible impressions, the number of measurable impressions are calculated. Measurable impressions are the ones that are eligible to be measured by Active View technology. There are many factors that can render ads immeasurable. For example, if a website has Render Blocking CSS or custom JavaScript, they will prevent the impressions from being measured by Active View. From the measurable impressions, the number of viewable impressions is determined which are the impressions left and considered viewable on the basis of the standards described above.

Active View Metrics

To report on Active View metrics via the Query Tool, select them from the respective report metrics group (e.g., Total, Ad server, Ad Exchange).

Active View eligible impressions

The total number of impressions that are eligible for viewability measurement. An impression is eligible if (a) the ad’s creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback.

Totals for this metric are accredited by the MRC for Display, Video, and Rich Media including Mobile Web.

Active View measurable impressions

Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable.

Totals for this metric are accredited by the MRC for Display, Video, and Rich Media including Mobile Web.

Active View viewable impressions

The number of impressions on the site that are viewable out of all measurable impressions.

Totals for this metric are accredited by the MRC for Display, Video, and Rich Media including Mobile Web.

Active View % measurable impressions

Percentage of impressions that are measurable with Active View, out of the total number of Active View eligible impressions, calculated as: (Measurable impressions ÷ Eligible impressions) × 100

Totals for this metric are accredited by the MRC for Display, Video, and Rich Media including Mobile Web.

Active View % viewable impressions

Percentage of viewable impressions out of all measurable impressions, calculated as: (Viewable impressions ÷ Measurable impressions) × 100

Totals for this metric are accredited by the MRC for Display, Video, and Rich Media including Mobile Web.

For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View enabled tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.

Active View Average viewable time

The average time (in seconds) that an individual ad impression is deemed viewable, calculated as: (Average viewable time ÷ 60).

This metric works across display, mobile web, and video inventory.

Active View non-viewable impressions

The total number of impressions that were measured, but deemed not viewable.

Active View non-measurable impressions

The total number of impressions that are not measured (e.g., impressions where measurement is attempted and fails).

Active View viewable impression distribution

Percent of impressions where the measurement was attempted, succeeded and deemed viewable.

Active View Viewable impression distribution  is calculated as: ( Viewable impressions) / (Active View Eligible Impressions)

Active View non-viewable impression distribution

Percent of impressions where the measurement was attempted, succeeded and deemed non-viewable.

Active View Non-Viewable impression distribution is calculated as: (Not viewable Impressions) /(Active View Eligible Impressions)

Active View undetermined impression distribution

Percent of impressions where the measurement was attempted, but measurement did not succeed.

Active View Undetermined impression distribution is calculated as: (Viewable impressions) / (Measurable impressions)

Google’s active view parameters meet the Media Rating Council’s (MRC) definition of viewability. Active view technology provides valuable information to publishers who can utilize the data to enhance their sites’ visibility and user experience.

 

 

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