![]() ![]() Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.Īctive View non-viewable impression distribution Percent of impressions where measurement was attempted, succeeded, and deemed viewable.įormula: (# Viewable impressions) ∕ (# Active View Eligible Impressions)Īd server Active View viewable impression distribution: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. ![]() Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.Īctive View viewable impression distribution ![]() Total number of impressions that were not measured (e.g., impressions where measurement was attempted and failed).Īd server Active View non-measurable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. ![]() Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. Total number of impressions that were measured, but deemed not viewable.Īd server Active View non-viewable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. This metric works across display, mobile web, and video inventory. The total viewable time on screen divided by the number of impressions where time on screen could be measured.įor example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.Īctive View average viewable time (seconds) If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.Īd server Active View % viewable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. That means there were 100 impressions where Active View enabled tags were able to measure viewability. Percentage of viewable impressions out of all measurable impressions.įormula: (viewable impressions ∕ measurable impressions) × 100įor example, say the ads on your site had 100 measurable impressions. The data loss is randomly distributed across viewable and measurable impressions, and therefore % Measurable is a reliable indicator of measurability for the publisher's inventory.Īd server Active View % measurable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.įormula: (measurable impressions ∕ eligible impressions) × 100Īn ad is measurable when the Active View enabled tag successfully captured viewability information about the impression. Viewable impression measurement tools experience a small amount of data loss in addition to measurement gaps from some cross-domain iframe scenarios.Īd Manager's measurability metric focuses on actual measurement gaps, which you can resolve by removing iframes (learn more about troubleshooting viewability). ![]()
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