Q: What is Millennial Media’s 100% viewability guarantee?
Millennial Media’s 100% viewability guarantee means that we will continue to deliver a client’s in-app campaign until we have achieved complete delivery with viewable impressions. Integral Ad Science (IAS) is our measurement partner for this guarantee program, and they will certify delivery.
Q: Who is Integral Ad Science (IAS)?
Integral Ad Science is a leading provider of ad viewability and verification services.
Q: How does Millennial Media define viewability?
For Millennial Media, an ad is viewable if 100% of the ad is in-view for at least one second.
Q: How is viewability verified?
Millennial Media delivers campaigns on audited sites and placements to ensure that 100% of pixels are in-view when the ad is served. We have partnered with IAS to verify the length of time an ad is actually in-view. We do this by:
- Limiting delivery to static banner placements at the top or bottom of the screen; interstitials only load if in-view
- Serving the ad creative with an IAS pixel via Millennial Media SDK
- Using Mobile Rich Media Ad Interface Definitions (MRAID) to determine the length of time the ad is in-view
- Passing data back for optimization and reporting
Q: What ad formats are included in Millennial Media’s 100% viewability guarantee?
In-app banner ads and interstitials are currently eligible for the viewability guarantee. Additional ad formats may be added at a later date as measurement processes and guidance continue to evolve.
Q: In what countries is the 100% viewability guarantee offered?
Millennial Media’s 100% viewability guarantee is currently available on campaigns running on inventory originating in the United States and the United Kingdom. We plan global roll out in 2015.
Q: Is the viewability guarantee available on inventory purchased programmatically?
At this time, the viewability guarantee is not available on inventory purchased programmatically, but we are working closely with IAS to enable a guarantee in the Millennial Media Exchange.
Q: Is Millennial Media working with the MRC or other industry partners to address viewability?
Yes, Millennial Media is working with the Media Rating Council (MRC), as well as with 4MS (Making Mobile Measurement Make Sense), a coalition comprised of the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s) and the Interactive Advertising Bureau (IAB) who came together to address digital measurement. We will make campaign performance data available to these organizations to help refine measurement methodology and define standards.
In the UK, we are also working with the DTSG (Digital Trading Standards Group) and JICWEBS (Joint Industry Committee for Web Standards). Millennial Media was one of the first 13 signatories to the DTSG Best Practice Guidelines in December 2013, and we received our Kite Mark after a successful audit in February 2015.
Q: Has the MRC issued guidelines for mobile viewability?
Yes. Based on the interim guidance released by the MRC on May 4th, they define a mobile ad as viewable if a minimum of 50% of the pixels are in-view for at least one second. This guidance applies to mobile ads served in a web browser or in-app.
Millennial Media’s 100% viewability guarantee exceeds the minimum standard set by the MRC by delivering ads only on placements confirmed to be 100% in-view.
Q: As a publisher, will I see my revenue decline with Millennial Media’s 100% viewability guarantee?
Publishers who have taken steps to ensure that their ads are viewable will be well positioned to benefit from the viewability guarantee. Millennial is actively working with our publisher and developer partners to implement best practices, ensuring high levels of viewability. We have no plans to change the way that we pay our suppliers.
Q: What should publishers do to ensure their ads are viewable?
There are several things that publishers and developers can do from a technical perspective to increase ad viewability:
- Use fragments rather than activities for Android apps
- Don't predict the user's path
- Avoid below the fold banners
- Use one Placement ID ("APID") per screen
Read this blog post for more information on publisher and developer best practices.
Q: Why would an ad not be viewable?
A variety of factors can affect an ad’s viewability, including:
- Latency: operating system & carrier bandwidth can create latency for mobile ads
- User experience: placement & loading may not be optimized for user experience
- Placement: placements might be in a scrolling environment
Q: How can marketers learn more about Millennial Media’s 100% viewability guarantee?
Contact us at firstname.lastname@example.org or reach out to your account manager for more information on our viewability guarantee.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.