Comprehensive Study by The Mobile Majority Defines Viewability Standards, Produces Industry's First Discussion Framework

SANTA MONICA, Calif., Feb. 27, 2015 /PRNewswire/ -- The Mobile Majority, makers of the first vertically-integrated mobile ad platform, didn't set out to define the terms of the contentious debate on "viewability" – the standard by which to determine whether a mobile ad was seen by a human – for an entire industry. But with a new study originally created for internal use and now published as an infographic, the company establishes the industry's first solid framework for a viewability debate that is already underway. The study enables advertisers, ad tech partners and other stakeholders to discuss the viewability issue using a common set of assumptions. 

The Mobile Majority used IAB and MRC standards as well as the company's internal architecture to create a comprehensive visual guide to mobile viewability. Originally compiled to guide the upgrade of The Mobile Majority's pre-bid verification product, AdScore^TM, the study is now available for free download. It has the potential to elevate the conversation about viewability and ensure that all stakeholders, including advertisers, vendors and publishers, are discussing the topic using the same terms and standards.

It's a discussion that increasingly needs clarification, as arguments between advertisers and publishers at IAB's Leadership Summit recently illustrated. The question viewability seeks to answer – was the ad actually seen by a human? – is fundamental to the mobile advertising business model and seems straightforward on the surface, but layers of technology and complex vendor relationships make it difficult to answer. The Mobile Majority's infographic breaks it down, defining the four elements that are necessary to effectively track mobile viewability and providing a visual representation of the complexit of the process.

Viewability is everyone's responsibility, from the advertiser to the ad tech vendor to the publisher, Breakdowns at any level translate into decreases in viewability – and lost opportunities to drive sales. According to their findings, a fully-integrated solution is the only way for advertisers to verify that each step of the mobile advertising process is working as designed. As brands work with upwards of ten different ad tech vendors to run a single mobile campaign, their desire for transparency among vendors is rarely met.

The study underscores the importance of using a fully-integrated solution by illustrating the challenges involved in achieving mobile viewability, including the interplay between multiple factors such as placement, delivery methods, creative implementation, connectivity options and other components, all of which affect the ability of vendors to track impressions. Another key finding of the study is that there are four main components that determine the success rate of mobile viewability: timing, placement, delivery and requirements. All four must be met in order to verify a viewable impression.

"There is broad agreement within the industry on what viewability is, but until now, it has been difficult for stakeholders to physically see what needs to happen in order for viewability to be achieved," said Matthew Russo, Lead Educator at The Mobile Majority. "This infographic maps the complexities out and gives industry stakeholders a way to define the process, understand how to track what is happening, and identify the potential opportunities for error. By breaking down each step and putting it in a visual format, we were able to illustrate the major bottlenecks within the current set-up and validate our approach of integrating each step of the process. That's how we've been able to produce results higher than most of the industry averages."

As the mobile advertising industry continues its rapid growth, the viewability question is certain to generate additional controversy – and offer opportunities for advertisers who gain a better understanding of the issue. The Mobile Majority's new report provides the framework necessary to have that important discussion. Find out more at www.majority.co.  

About The Mobile Majority
Started in 2011 and led by entrepreneur and six-time founder Rob Emrich, The Mobile Majority is one of the fastest growing companies in the country, with over $19M raised and 50 employees in five cities. They have engineered the first technology platform that integrates creative, media, audience data, targeting, and measurement into one buying tool: the first fully vertically integrated mobile ad platform, AdSynergy™. Winner of such awards as "Best of Show" at the Mobile Media Summit, "Best Series A" from the Los Angeles Venture Association, "Best Creative Technology" from the American Association of Advertising, and AdWeek's Official Selection for "Disruptive Business Solution," The Mobile Majority is poised to reshape the mobile advertising landscape. www.majority.co

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SOURCE The Mobile Majority

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