Is the Viewable Impression the new Third Party Impression? Can digital publishers use Auto Adjust to address this? The answer is “Yes!”
“If publishers are counting their guaranteed campaign impressions using their local ad platform, but billing their customer using their customer’s ad platform, how can 100% of contract value be achieved without throwing away thousands of impressions as over-buffered waste?”
Auto Adjust is the solution. It monitors 3rd party impression counts on all of your guaranteed campaigns and makes sure that any buffered impression amounts remain in-line with discrepancy.
Recent discussions in the industry suggest the possibility of treating “views” as a replacement currency for impressions. This poses serious challenges to digital operations teams tasked with executing these campaigns. Deciding how to deliver a campaign which has a viewability requirement is complicated by the fact that an impression is often not determined to be in-view until after it has delivered. This means it would be impossible to only deliver impressions that are in-view, there will always be a discrepancy.
The question, “When has the campaign finished?”, becomes far more complicated to answer than when the campaign was only tracking impressions. Tracking and optimizing the performance of in-view campaigns will rely on several considerations, including:
What is my Viewability requirement: 75%, 80%, 100%?
How will revenue against this campaign be calculated?
What is the system of record for tracking views?
If you are required to deliver 80% of a 1 million impression campaign in-view and you are billing for the full campaign if you meet this threshold, then at least 800,000 impressions must be delivered in-view and 1 million impressions be delivered for this campaign to be billed in full. Using Auto Adjust to compare locally served impressions with agency tracked in-view data, campaigns can be automatically buffered to reach a dual goal of 100% 3rd party delivered and 80% in-view. Auto Adjust increases the booked impressions in the local server only until both of these thresholds are met. This automates the manual daily task of trying to optimize in-view campaigns.
Yes, publishers can Auto AdJust Their Ad Viewability Now! See www.ad-juster.com for more info.