Viewability Metrics

Introduction

Smaato is committed to bringing increased transparency and viewability measurement standards to the industry. As such, we are active participants in the IAB working group’s Open Measurement initiative. Along with this commitment, we are also working with accredited measurement partners MRC to measure the viewability of publisher inventory. Starting in 2018, we implemented this measured historical viewability score in our bid request streams.

We have also partnered with Moat to further measure the viewability of the inventory. Whenever the Moat score is available in an impression opportunity, Smaato will enrich this score in the bid request using an impression extension object as specified in the Open RTB 2.2 & 2.4 specifications. This data is the historical averages from around 24 to 48 hours.

In-View Rate / Viewability Score

As defined in the MRC Guidelines, the percentage of an impression is where at least 50% of an ad was in-view for at least one continuous second.

How is this viewability score sent in the bid request?

Smaato uses ext. in the imp. object to send the viewability scores when available within the bid request to RTB partners as specified in the OpenRTB Specs 2.2 or 2.4

Object: imp.ext

Attribute Scope Description
metric optional Array of metrics supported by the impression

Object: imp.ext.metric

Object Array: If the inventory has viewability scores by measurement partners, the metric object will be present in the bid request.

Field Name Data Type Description Scope
type string Viewability (at present it is viewability, this can be “CTR” or any type in future) always
value float 0.00 – 1.00 (number(s) representing the value of the metric) always
vendor string Moat optional

Sample Bid Request With Metric Object

{
  "id": "DxU0032U8a",
  "at": 2,
  "allimps": 0,
  "imp": [
    {
      "id": "1",
      "banner": {
        "w": 320,
        "h": 50,
        "format": [
          {
            "w": 320,
            "h": 50
          }
        ],
        "btype": [
          1,
          3
        ],
        "battr": [
          1, 3, 5, 6
        ],
        "pos": 3,
        "mimes": [
          "image/jpeg",
          "image/png",
          "image/gif"
        ],
        "api": [
        ]
      },
      "ext": {
        "metric": [
          {
            "type": "viewability",
            "value": 0.88,
            "vendor": "moat"
          }
        ]
      },
      "instl": 0,
      "displaymanager": "SOMA",
      "tagid": "101000415",
      "secure": 0
    }
  ],
  "device": {
    "geo": {
      "lat": 53.550003,
      "lon": 10,
      "ipservice": 3,
      "country": "DEU",
      "region": "04",
      "zip": "20099",
      "city": "Hamburg",
      "type": 2
    },
    "make": "Google",
    "model": "Nexus One",
    "os": "Android",
    "osv": "7.1",
    "ua": "Mozilla/5.0 (Linux; U; Android 2.1; en-us; Nexus One Build/ERD62) AppleWebKit/530.17 (KHTML, like Gecko) Version/4.0 Mobile Safari/530.17",
    "ip": "95.90.255.47",
    "js": 0,
    "connectiontype": 0,
    "devicetype": 1
  },
  "app": {
    "id": "101000415",
    "name": "talking tom",
    "domain": "example.com",
    "cat": [
      "IAB1"
    ],
    "storeurl": "http://example.com",
    "keywords": "",
    "publisher": {
      "id": "1001028764"
    }
  },
  "bcat": [
    "IAB17-18", "IAB7-42"
  ],
  "badv": [
  ],
  "ext": {
    "udi": {
    },
    "operaminibrowser": 0,
    "carriername": "vodefone"
  },
  "regs": {
    "coppa": 1,
    "ext": {
      "gdpr": 1
    }
  },
  "user": {
    "keywords": "",
    "ext": {
      "consent": "BONZC5sONZC5sAAABAENAAoAAAAFIgAAAAAAAAAAAAI"
    }
  }
}

Modified: September 30, 2019 at 12:21 pm