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For Display Ads, Being Seen Matters More than Being Clicked

SAN FRANCISCO RESTON, Va. April 24, 2012

Keith Pieper

Traditional display ad impression measurement and reporting simply verifies the number of ads that were sent by an ad server to a user’s browser. For a variety of reasons, this way of counting impressions does not ensure that the ad ever rendered within a browser. In addition, ads can load below the fold (requiring a user to scroll down), which means that most users will probably never see the ad unless they scroll down. In the worst cases, some ads load within 1×1 pixels and therefore never render as viewable impressions.

Kirby Winfield

July 2010

[email protected]

*The Making Measurement Make Sense (3MS) defines "in-view" as 50%+ of the pixels of an ad being visible in the browser, and comScore vCE adheres to this definition for its typical definition of "in-view". The Pretarget studies, however, used a more conservative in-view requirement of 75% visibility.

SOURCE comScore, Inc.

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