New Research Uncovers the Limits of Viewability

New research from real-time advertising experts, Quantcast, reveals 97% of European inventory is not available at 80%+ viewability goal

Key Findings:

  • Only three percent of European ad inventory is available at 80%+ campaign viewability goal;
  • An average of 16% of UK inventory not measurable from a viewability perspective;
  • At 75 to 100% viewability inventory is 92% more expensive than RTB average.

London – Quantcast, one of the world leaders in applying the power of big data and analytics to digital and mobile advertising, has today released its Viewability: What Smart Marketers Need to Know guide.

The guide presents the results of over three years of research in which Quantcast analysed over five billion impressions per month across over 10,000 publishers on every major Real-Time Bidding Exchange. This analysis allowed for evaluation of every major Media Rating Council- accredited viewability vendor in multiple rounds of head to head testing.

“Viewability has been an issue for the online advertising industry for years, yet understanding the current state of viewability and what it means for online advertising is challenging for marketers because of the scale of the problem, and the impact on campaigns, has remained ambiguous” said Matthew White, Managing Director UK, Quantcast. “The results of our research show that, as an industry, we still have a long way to go, not just in terms of viewable inventory but in the way that we evaluate our online campaigns.”

Quantcast’s research found that the current levels of viewable ad inventory mean that optimising to high viewability goals can be detrimental to both online ad campaign performance and the ability to fully complete these campaigns. According to the research, only three percent of EMEA inventory is available when an advertiser aims for an 80%+ viewability goal, with this number only rising to six percent at a 70% goal. For advertisers aiming at these high viewability goals this can seriously harm their ability to deliver an entire campaign and therefore achieve their desired reach.

Equally troubling for those advertisers aiming for high viewability rates was the finding that at a 75%+ viewability goal, inventory costs, on average, nearly twice as much as the standard RTB inventory available.

“There is no doubt that viewability will be a mainstay metric in our industry however, this research shows that the success of viewability will depend on the growth in the amount of viewable inventory, as well as the ability of marketers to balance their performance and viewability needs.” concludes White.


The report can be downloaded here:

About Quantcast

Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Through Quantcast Measure, we have unlocked the data generated by more than 100 million digital destinations, helping publishers and creators understand and grow their businesses in ways never before possible. With Quantcast Advertise, adaptive modelling and intelligent machines are utilised to help thousands of marketers around the world find and interact with customers anywhere they connect to the digital world. Our more than 700 employees are driven by the potential for big data to radically improve everyone’s connected experiences and transform the way we all make sense of the world.

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