Viewability Targeting
Last updated on March 21, 2017
This targeting dimension allows you to serve ads based on an ad unit’s average viewability score. OpenX uses the Media Rating Council (MRC) definition of viewability unless otherwise noted. Ads are considered viewable for desktop display if 50% of their pixels are in view for a minimum of one second, or for a minimum of two seconds for desktop video. To provide impartial data, OpenX utilizes outside vendors to help determine when an ad is viewable.
OpenX implements viewability targeting using a tiered system of minimum viewability scores. For example, “75% or greater” means that you are targeting only ads that have been viewable 75% of the time or more. You can then target campaigns to a certain minimum viewability level, or set line item prices or floor prices based on viewability tiers. For example, you could set a higher price for impressions with a higher viewability score and conversely, a lower price for those with a lower score.
An example of setting floors based on viewability scores:
| Viewability Range | Price |
|---|---|
| 90 % or greater | $5.00 |
| 80 % or greater | $4.00 |
| 70 % or greater | $3.00 |
| 50 % or greater | $1.00 |
| 10 % or greater | $.50 |
Viewability Targeting Options
| Targeting dimension | Operators | Options |
|---|---|---|
| Select viewability tier | String: Equals | 95 % or greater 90 % or greater 85 % or greater 80 % or greater 75 % or greater 70 % or greater 65 % or greater 60 % or greater 55 % or greater 50 % or greater 40 % or greater 30 % or greater 20 % or greater 10 % or greater |
Programmatic Direct Deals
Private Marketplace (PMP) and Real-time Guaranteed (RTG) deals can use these same viewability tiers for targeting. This allows the publisher and buyer to agree to transact, for example, only on impressions with a viewability score of 90% or greater with a specified CPM price.