Academic Journal
Analyzing and Testing Viewability Methods in an Advertising Network
| Title: | Analyzing and Testing Viewability Methods in an Advertising Network |
|---|---|
| Authors: | Expósito Ventura, Marta, Ruipérez Valiente, José A., Forné Muñoz, Jorge |
| Contributors: | Universitat Politècnica de Catalunya. Doctorat en Enginyeria Telemàtica, Universitat Politècnica de Catalunya. Departament d'Enginyeria Telemàtica, Universitat Politècnica de Catalunya. SISCOM - Smart Services for Information Systems and Communication Networks |
| Source: | UPCommons. Portal del coneixement obert de la UPC Universitat Politècnica de Catalunya (UPC) IEEE Access, Vol 8, Pp 118751-118761 (2020) |
| Publisher Information: | Institute of Electrical and Electronics Engineers (IEEE), 2020. |
| Publication Year: | 2020 |
| Subject Terms: | computer-human interaction, Àrees temàtiques de la UPC::Informàtica::Sistemes d'informació::Interacció home-màquina, online advertising, advertising network, Web measurements, Online advertising, web measurements, Advertising network, 02 engineering and technology, Human-computer interaction, Interacció persona-ordinador, TK1-9971, Publicitat per Internet, 0202 electrical engineering, electronic engineering, information engineering, Internet advertising, Àrees temàtiques de la UPC::Enginyeria de la telecomunicació::Telemàtica i xarxes d'ordinadors::Internet, Electrical engineering. Electronics. Nuclear engineering, Computer-human interaction, Viewability, Informàtica::Sistemes d'informació::Interacció home-màquina [Àrees temàtiques de la UPC], Enginyeria de la telecomunicació::Telemàtica i xarxes d'ordinadors::Internet [Àrees temàtiques de la UPC] |
| Description: | Many of the current online businesses base completely their revenue models in earnings from online advertisement. A problematic fact is that according to recent studies more than half of display ads are not being detected as viewable. The International Advertising Bureau (IAB) has defined a viewable impression as an impression that at least 50% of its pixels are rendered in the viewport during at least one continuous second. Although there is agreement on this definition for measuring viewable impressions in the industry, there is no systematic methodologies on how it should be implemented or the trustworthiness of these methods. In fact, the Media Rating Council (MRC) announced that there are inconsistencies across multiple reports attempting to measure this metric. In order to understand the magnitude of the problem, we conduct an analysis of different methods to track viewable impressions. Then, we test a subset of geometric and strong interaction methods in a webpage registered in the worldwide ad-network ExoClick, which currently serves over 7 billion geo-targeted ads a day to a global network of 65000 web/mobile publisher platforms. We find that the Intersection Observer API is the method that detects more viewable impressions given its robustness towards the technological constraints that face the rest of implementations available. The motivation of this work is to better understand the limitations and advantages of such methods, which can have an impact at a standardisation level in online advertising industry, as well as to provide guidelines for future research based on the lessons learned. This work was possible thanks to the support of “Plan de Doctorados Industriales de la Secretaría de Universidades e Investigación del Departamento de Empresa y Conocimiento de la Generalitat de Catalunya” and the Spanish Ministry of Economy and Competitiveness through the Juan de la Cierva Formación program (FJCI-2017-34926). We also want to thank ExoClick for their support in conducting thisresearch |
| Document Type: | Article |
| File Description: | application/pdf |
| ISSN: | 2169-3536 |
| DOI: | 10.1109/access.2020.3005478 |
| Access URL: | https://doaj.org/article/af3f019205bf4feb9c2bb0ed392437ba https://upcommons.upc.edu/bitstream/2117/327717/1/IEEE_ACCESS_Viewability_UPC%281%29.pdf https://dblp.uni-trier.de/db/journals/access/access8.html#Exposito-Ventura20 https://ieeexplore.ieee.org/document/9127448 https://upcommons.upc.edu/handle/2117/327717 |
| Rights: | CC BY |
| Accession Number: | edsair.doi.dedup.....496101c029197f70cf51ff7b8df3dbcc |
| Database: | OpenAIRE |
| ISSN: | 21693536 |
|---|---|
| DOI: | 10.1109/access.2020.3005478 |