IAB offers tactical recommendation for publishers tackling viewability

To help publishers handle the nitty-gritty actions keen on imposing ad viewability, the IAB printed a primer with tactical guidelines and absolute best practices on Tuesday.

The primer specializes in what publishers can do on the advert tech side of the trade, including managing relationships with companies, agencies and advertisers.

while the IAB stresses the significance of making enticing content on growing advert viewability (if users aren’t engaged, they received’t scroll down the page), the primer directly addresses three advert delivery levers:

• website online redesign to make sure that commercials are placed optimally;
• latency improvements to chop down on lengthy rendering instances; and
• advert tech technique and coverage adjustments to carry techniques in step with best practices.

The steering covers best possible practices gleaned from small and large publishers — with various levels of ad-tech resources — that have led the best way in getting viewability carried out and optimized.

“Now that publishers have achieved great success in riding higher ad viewability ranges, it used to be time for the IAB to bring together them into a comprehensive primer to be used by the entire business,” stated Sherrill Mane, Senior vp of research, Analytics and size at the IAB. “All publishers, regardless of their dimension or tech tools, should strive to make the most of the strategies outlined on this information, as they have been tested in real-world scenarios by way of real-world companies that know viewability is key to delivering what advertisers need and to increasing the worth of commercials on their websites.”

in regards to the writer

Ginny Marvin

As 0.33 Door Media’s paid media reporter, Ginny Marvin writes about paid affiliate marketing online themes including paid search, paid social, show and retargeting for Search Engine Land and advertising and marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency administration positions. She provides search advertising and demand generation recommendation for ecommerce corporations and may also be discovered on Twitter as @ginnymarvin.

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