— Winning Mark (@winning_mark) September 19, 2014
The definition of a viewable impression by the Media Ratings Council is that a minimum of 50% of the ad must be in view for at least one second. Initial research indicates that viewability rates are low, with anywhere from 30-50% of display ads not being in view.
There are a number of reasons why an impression might never be viewed.
- The viewer clicks to another web page before the ad loads and renders.
- The ad loads, but in an area of the page that is not within the viewer’s browser window
- dimensions and/or scrolling position.
- The viewer opens a page in a mobile device that is not configured to show the ad content.
- The viewer minimizes the browser.
- The viewer opens another browser window or another application.
The historically low viewability rates are one of the most important reasons that the industry has been working diligently to establish a standard viewable impression metric.IAS Viewability via Integralads
Twenty-five years ago, qualitative researchers at John Hopkins University began following a group of 800 first-graders in Baltimore, Maryland. By conducting frequent interviews with the children and their families from first grade through adulthood, Karl Alexander and his team of researchers were able to map the socioeconomic trajectories of their young subjects.
A family’s resources and the doors they open cast a long shadow over children’s life trajectories. This view is at odds with the popular ethos that we are makers of our own fortune.”
The study’s findings contradict the long-held American ideology of rugged individualism – the belief that we are makers of our own fortune – by clearly showing that a child’s life trajectory is almost entirely determined by the resources of the family he or she is born into. Among the study’s findings, most sobering are the absence of children from low-income families in higher education and the disparity along racial lines of job opportunities for low-income men, with white men being employed at a rate 3 times that of their black counterparts.
Click here to read more about the study, or dive into the details of the findings in Alexander’s book, The Long Shadow: Family Background, Disadvantaged Urban Youth, and the Transition to Adulthood.