In this short article we highlight the differences between how Adform measures High Impact viewability and how Adnami measures High Impact viewability.
Adnami viewability measurement
At Adnami, we evaluate the dimensions of advertising formats to classify them as either large or small banners. For desktop environments, we adhere to the Interactive Advertising Bureau (IAB) standard: banners measuring 970x250 pixels or larger are categorized as large, requiring 30% visibility for a minimum of one second. Conversely, any banner smaller than this threshold is classified as small, necessitating 50% visibility for one second. It is important to note that, while this standard applies to desktop, there is currently no equivalent IAB guideline for mobile devices.
Adform viewability measurement
Adform's viewability measurement is contingent upon the alignment of creative size with the actual asset size (e.g., high-impact or standard format). If the actual asset size deviates from the creative specifications within Adform, those impressions will not be counted as measurable, potentially resulting in skewed viewability metrics. This contrasts with Adnami's approach, where viewability is assessed across all impressions.
Let us illustrate with an example:
Adnami measures viewability on 100% of impressions, so if 700 impressions are viewable the Adnami viewability is 70%.
Adform could on the same campaign only measure on 5% of impressions, and the viewability is then counted out of these 5% - which could create a completely different viewability number than the one Adnami is registering.
For these reasons, we strongly recommend using Adnami's viewability metrics as the benchmark for campaign performance.