Viewability Measurement refers to the various technologies integrated in the DSP that allow you to track whether an ad was visible to the end-user. These features in the Zeta DSP allow you to enable viewability measurement on ads assigned to your campaigns.
Viewability refers to whether an Ad is given the chance to be seen ("chance" is currently defined by the MRC as 50% of pixels in-view for one second for display, or for two seconds for Video). Viewability workflows depend on whether you are working with Display or Video Ads. Setting up the Viewability options on your campaign or line-item allows for automation of the ad wrapping and model assignment process.
If your campaign has both display and Video Ads, you must apply viewability settings at the individual line-item level. Do not assign at the campaign level.
Video Ads assigned to lines and tactics in this campaign automatically have the wrapper added to them when the ad is served.
Wrapping VAST creative tags with multiple third-party verification vendors is generally not advised due server drop-off discrepancies especially in mobile environments.
When you set the Source to Zeta Integrated, backend ad checks prevent incorrect Ad Assignment by Format Type. (For example, if you set the Format Type to Display, and then attempt to assign Video Ads, the platform will display an error when you assign the ad to a line in the campaign.)
The platform applies the Vendor's model and tag to be applied when the ad is served.
The two most common ways to measure viewability are:
Number of viewed impressions
Zeta allows you to set campaign goals on Viewability Rate. MRC calculates viewability rate as:
In-view Rate = Viewable Impressions / Measurable Impressions
Based on these guidelines, MRC's Integral Ad Science report showed that industry-wide average display viewability rates are at the time of this writing 53% across publishers and 43% across networks and exchanges. Zeta employs the viewability standards defined in the Media Rating Council's Viewable Ad Impression Measurement Guidelines:
On a typical display: a viewable impression must have at least 50% of its pixels in view for at least 1 second.
On a large-scale display: a viewable impression must have at least 30% of its pixels in view for at least 1 second.
In Video: a viewable Video must have at least 50% of its pixels in view for at least 2 consecutive seconds of Video play.
Third-Party Viewability Vendors
Zeta works with third-party vendors to provide you with a variety of options for tracking viewability. The table below outlines the vendors and their corresponding integration and format support.
Display and Video
IAS does not support in-line Video ('Video File' option in DSP > Video Ads). You must convert video files to tag format and use the 'VAST Tag' option before assigning these videos to line items and tactics.
NOTES ON TAG WRAPPING
Do not add the IAS wrapper to pixel tags. Tags will auto-wrap with IAS when the impression is served. Auto-wrapping allows you to change vendors or use the same tags in multiple locations without modifying the ad.
Display and Video
Display: $0.04 CPM
NOTES ON TAG WRAPPING
Do not add the Moat wrapper to pixel tags. Tags will auto-wrap with Moat when the impression is served. Auto-wrapping allows you to change vendors or use the same tags in multiple locations without modifying the ad.
Select this option to use Zeta's proprietary Viewability tracker. The Zeta solution is not MRC accredited, and reporting of this viewability includes only impressions served via Firefox. We generally suggest using our Moat or IAS integrated solutions for full, comprehensive measurement of impressions.
You can only select one viewability vendor. To use the DSP Pixel alongside a third-party vendor, select the third-party vendor as the Viewability vendor, and then add the Zeta Viewability pixel as a third-party pixel in campaign setup.