Updating viewability standards and practices: Viewability is how much an ad loads and how often viewed by a human on a page.
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To give you a sense of how complicated measuring and reporting viewability can be, Facebook also announced that its added DoubleVerify as its 24th viewability partner.
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New data from Integral Ad Science finds that only 53% of display ads in the U.S. met the industry's viewability standards and only 58% of video ads met the industry's viewability standards (below).
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The pixel requirement for viewability has also caused some contention.
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Tags to track viewability and bots make such things worse.
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"By combining the automated traffic buying with this malicious browser override they made impressions that had low viewability due to invalid traffic acquisition look to be more legitimate in their viewability metrics," he said.
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The best ad tech platforms today are partnered with third-party viewability companies that can scan a page to judge the viewability of an ad placement before making the decision to buy that slot.
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Early tournaments were plagued by technical problems, lackluster production quality, and viewability issues.
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We've seen it with programmatic and there's brand safety stuff and viewability stuff.
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It's put a high emphasis on addressing ad viewability issues and advertising fraud.
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He called for marketers to follow its lead in using one advertising "viewability" standard.
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Expect sector consolidation to intensify, while problems with advertising viewability, fraud and economics persist.
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And Facebook says it has extended its viewability measurement to more placements across Facebook.
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Concerns around ad blocking, viewability, and measurement accuracy continued to dominate conversations about social platforms.
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P&G has been partly to blame, Pritchard said, in accepting multiple viewability metrics, for example.
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Whether an ad is "viewable" or not depends on the viewability standards that vary by platform.
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On the whole, however, the debate over viewability points to online advertising's promise, not its failings.
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The second pitfall for newly digital campaigns is viewability, something traditional campaigners might not even consider.
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To assess the impact of Viewability, Fraud and Ad Blocking, consider the lifecycle of a media impression.
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If you've successfully leapt the hurdles of content-appropriate websites and viewability, don't stumble at the finish line.
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The video is directed by Yung Jake in cold black-and-white, and shot vertically, for optimal phone viewability.
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The code enables a publisher running it to earn revenue on ads that would otherwise not meet industry standards for viewability.
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Pandora can enforce viewability and only charges the sponsor when users have engaged with the video for at least 15 seconds.
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With the landscape questioning viewability and impcat of programmatic platforms, more publishers are offering massive takeovers / high profile premium ad placements.
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Phantom ads and viewability are less likely to be concerns when the ad ecosystem supports a much smaller set of permissible ads.
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Our thought bubble: The same thing happened with viewability standards — specifically, whether an ad loads to the point of completion — in 2015.
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Because videos load even slower than web pages, publishers might be keen to get involved to ensure maximum viewability for their clips.
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It enables effortless multitasking between several workbooks, adds a reading layout for better viewability within cells, and expands your spreadsheets to fullscreen size.
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Unilever speaks out: Unilever CMO Keith Weed says viewability is still a big problem and urged for more measurement reliability across major platforms.
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Oracle has signed deals with companies like Giphy and Samsung Ads to analyze ad viewability and ad fraud in the past few months.
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Two identically-sized placements on a page will vary in performance depending on multiple factors, including position, ad type, surrounding context and viewability.
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White Ops said the Methbot operators used code specifically designed to defeat viewability measurement for both specific vendors and for spoofing industry standard measurements.
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Pity the media company CTO who has to deal with orders to improve their UX while also improving viewability and programmatic and mobile CPMs.
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Another package guarantees advertisers that a certain amount of their spend will include video ads that were watched until completion and met viewability standards.
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Some brands, like HP, Nestle, and IBM are also beginning to roll out their own thresholds for viewability, further complicating the process for marketers.
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This mentality has had a detrimental effect on our industry, creating an ecosystem where people simply hate ads and brands focus on viewability over ROI.
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We are leading the industry forward by allowing independent viewability and fraud measurement across our ad platforms through well-known and accredited, third party measurement partners.
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Why it matters: Per the study, even if ads do meet viewability standards, digital ad effectiveness in the U.S. still has a long way to go.
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The "viewability" of online advertising, a measurement relating to whether it has been seen, or clicked on, by a person, is a major concern for brands.
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However, all that glass does have me slightly concerned about durability, because now, almost anytime a scratch appears, it's going to mess up the phones viewability.
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He says AMP articles load in less than one second and that publishers are seeing better ad viewability and higher click-through rates on AMP pages.
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Enhancing third-party verification: Facebook has expanded their data verification partnerships with Nielsen, comScore and Ad Science to more accurately measure reach, in-target performance and viewability.
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"We have a range of methods that assure us that supply is coming from 'real humans' and that the content discovery experience is in full 'viewability,'" he said.
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Ads aren't targeted by what people write in messages, and instead use the same Facebook targeting, measurement tools and minimum 50 percent pixels in view standard for viewability.
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The pressure's been mounting: Procter and Gamble -- the world's largest advertiser -- said in February they would no longer work with publishers that didn't comply with industry viewability standards.
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That's after several scandals involving bugs messing up ad metrics reported to clients, and agency execs claiming video ad viewability rates are only 20% to 30%, well below industry benchmarks.
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Advertising is now checked for viewability, screened for non-human traffic and tied to actual sales performance by an increasingly sophisticated suite of measurement tools that look well beyond the click.
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Google is expanding auditing of YouTube metrics, with three partners that collect data on the viewability of ads — that is, whether people actually see them — slated to have an independent audit.
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The browsers generating traffic are sized full-screen in order to maximize the measured viewability of the ads, and as a result, maximize the amount advertisers will pay to deliver them.
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It's also seeking accreditation from the Media Ratings Council over the next 18 months for its ad impression reporting, third-party viewability, and two-second minimum view time video ad buying.
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While many marketers see a relatively high hover rate as a sign that they're running a campaign with great viewability, the truth is they are more likely being swindled by fraudulent actors.
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Ivie says he's gotten enough feedback about the DWI, viewability and audio provisions that he's going to reopen the discussion around what to do about those provisions with the larger working group.
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Rob Norman, GroupM's chief digital officer, expects advertisers to continue shifting towards large platforms such as Google and Facebook, and a select group of firms that agree to stricter standards on viewability.
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Again and again, I've seen them run up against three major challenges while making the jump to digital: Ads running against the wrong content, lack of awareness of viewability problems, and straight-up mistargeting.
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Once the problem has been resolved offline, either on the phone, via email or in person, find a way to create an addendum to the public online conversation or remove it from public viewability.
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"We know you're going to capture 100 percent viewability when they pause and unpause," said Matt Van Houten, vice president of product at Xandr Media, which is AT&T's recently introduced advertising and analytics division.
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More than 80 percent of publishers that are using AMP say they are seeing higher viewability rates, more than 90 percent say they are getting higher click-through rates and most also see better earnings.
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He said that, as part of an effort to change the situation, Procter & Gamble would start accepting the Media Rating Council standard on ad viewability and work with third-party measurement companies that are accredited by the group.
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The IAB created a standard for how much of an ad has to be in view to be considered seen by a human, but some ad agencies ignored that and set higher viewability standards of their own anyway.
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P&G called for the marketing and media industry to adopt one viewability standard for online advertising, use third-party measurement verification, get transparent agency contracts and prevent ad fraud by working with industry body the Trustworthy Accountability Group.
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Meanwhile, comScore, which has already been working with Facebook on viewability verification of video impression, is now beginning to test in-target reach for U.S. audiences on desktop and mobile via its validated Campaign Essentials product, the company says.
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"Viewability" — a metric measured by Moat, which was recently acquired by Oracle — demonstrates that content that's tailored to users in engaging formats will rule, and the storytellers who create that content will continue to be the kings of the hill.
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While TV suffers from its own viewability issues due to time-shifted viewing, it is digital that can provide measurement back to an advertiser on ads that are on a part of the Web page where the user never sees it.
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"The fact that they're embracing what advertisers want — the fact that they're bringing in these third parties — I think that's good for the industry," said Scott Knoll, CEO of metrics firm Integral Ad Science, which has worked with Facebook on viewability issues.
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The MRC — an obscure, half-century-old agency with an outsized influence — has been leading the charge for a new viewability standard along with other industry trade bodies like the Interactive Advertising Bureau, the Association of National Advertisers and the American Association of Advertising Agencies.
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"Some things are outright fraud, like deliberately altering viewability measurements, tricking fraud detection by making fake page scrolling and mouse movements, and using bot traffic to inflate ad revenue," said Augustine Fou, an independent ad fraud researcher who reviewed the behavior on IBT India pages.
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With almost no bezel around the screen, 4K resolution, above average brightness, viewability from almost any angle, and superb color, it feels markedly more immersive than Retina displays—to the point where color flaws on web pages and low-resolution installation wizards become hard to look at.
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Although Besbris argues that AMP pages perform better when it comes to click-through rates and viewability, there's also the possibility that AMP pages or Instant Articles may not create as much advertising revenue for publishers, nor offer as much flexibility in terms of different ad formats.
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In recent years the various participants in the industry have bickered over "viewability": webpages are usually bigger than the screens they are viewed on, so if a reader sees only part of an ad on his screen, for a fraction of a second, how much should the advertiser pay?
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Because of the scope of the project, Google wasn't able to meet the new criteria within the allowed 30-day window, and accreditation of its mobile web impression measurement and viewability metric — used to verify impressions — was put on hold until the company is able to address the issue.
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"We spend enormous amounts of time trying to understand, analyze and explain the differences between Facebook, Instagram, Twitter, Snapchat, Pinterest, Pandora, YouTube and the dozens of different viewability standards claimed to be right metric for each platform," Mr. Pritchard said, according to a copy of his remarks given to The New York Times.
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Now, if you are a new mom and your photo of you breastfeeding your child has been removed in error, and you appeal and the board decides to hear your case as part of a landmark decision about global nipple viewability standards, you can probably stand to wait three months to have your answer.
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The need to create what CEO Jonah Goodhart has called "the currency for digital advertising" seems increasingly important given advertiser concerns around viewability, fraud and trust, and Moat has been working with some big names, including Nestle, Procter & Gamble and Unilever on the advertiser side, as well as ESPN, Facebook and Snapchat on the publisher side.
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The company had also previously said that a well-placed 300×250 ad could have a higher RPM (revenue per 1,000 impressions – an ad's estimated earnings for every 1,000 impressions.) And it noted that its own research indicated that a 300×250 ad unit placed just below the fold could generate an approximate 50 percent viewability rate.
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The majority dollars don't even make it to publishers:Citing industry studies, Prichard says that only 40% of dollars reach publishers after payouts to ad tech vendors, and up to another 25% of dollars could be wasted on ad fraud and problems with ad viewability (ads not loading right or ads that aren't actually viewed by humans).
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However, we believe that as these "new giants" continue to emerge, they can benefit from someone who can provide a more complex, customized solution with greater capability in higher value ad formats like native and video, advanced programmatic environments like private marketplaces and preferred deals and the addition of data parameters as a way to maximize eCPM, fill rates, viewability, and ad safety.
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The U.S. ranks middle of the pack: Per the study, the U.S. digital ad market isn't the worst when it comes to uploading viewability standards, but it's not the best either: UK: 49.9%France: 50.5%Australia: 51.9%United States: 53.0%Canada: 58.9%Germany: 57.8% The standards aren't crazy high: The standards are based on recommendations from the media's de facto watchdog group, the independent Media Ratings Council (MRC).
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Procter & Gamble, which spends roughly $10 billion in advertising annually, will no longer work with digital publishing partners unless they meet four standards, their Chief Brand Officer announced Sunday at the Interactive Advertising Bureau's Annual Leadership Meeting Ads have to be viewed by a human, not just loaded on a page: P&G will only work with partners that adhere to certain standards around how much of an ad is actually viewed on a page when it loads, called viewability.
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Viewability can be defined as a measure of whether an ad is visible on a site. Location and placement of an ad affect the viewability. Native advertisements have better viewability because they are better integrated with the website and have useful formats for customers. That’s one of the reasons why in-image ads have gained popularity.
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Optical bonding for improved LCD outdoor viewability. High Resolution. Veritas et Visus, Aug 2006 Fresnel reflections from the glass as well as the adhesive can degrade LCD viewability. Reflection is caused by an impedance mismatch between air and the glass.
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Integral is partnered with multiple buyers and sellers, including agency holding groups and DSP's. Integral is partnered with Nielsen, which uses its viewability measurement. In August 2014, Integral partnered with TubeMogul for anti-fraud verification and viewability measurement. In January 2015, MediaMath partnered with the company to use its pre-bid targeting tool, Bid Expert.
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In May 2013, TubeMogul and several other advertising technology vendors formed the Open Video View (OpenVV) consortium to help facilitate the adoption of a viewability standard for online video advertising. OpenVV is an open-source code that provides marketers verification that their ad was actually seen by human eyes and reasons for non-viewability. TubeMogul founded the initiative along with video technology vendors BrightRoll, Innovid, SpotXChange, and LiveRail; current members include Nielsen, comScore, TrustE, and VivaKi. In June 2015, the IAB Tech Lab took over management of the OpenVV initiative as they continued to ramp up efforts in creating a common, scalable and interoperable technical solution to effectively measure viewability for video.
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6, 537 (1967).Regions of viewability for a pair of intersecting semi-infinite plane mirrors, R. W. Schmieder, Appl. Opt. 6, 773 (1967).Stokes algebra formalism, R. W. Schmieder, J. Opt. Soc. Amer.
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Targeting, viewability, brand safety, and invalid traffic: Targeting, viewability, brand safety, and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016). Another element, which is affected by digital marketing, is ‘viewability’ or whether the ad was actually seen by the consumer.
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Integral also ranked on the 2014 Inc. 5000 list. In January 2015, Integral's video ad viewability technology was accredited by the Media Rating Council. Integral announced its expansion to Sydney, Australia in early 2015.
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In February 2017, under pressure from advertisers seeking validation of reported viewability metrics, both Facebook and YouTube announced that they would apply for MRC accreditation for their ad measurement (and get audited in the process).
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On June 30, 2014, the MRC published Version 1.0 (Final) of its Viewable Ad Impression Measurement Guidelines. MRC released interim guidance on mobile viewable impressions on May 4, 2015, The final version of the guidelines was published on June 28, 2016. In October 2016, it was announced that the Media Rating Council had revoked accreditation for two products of Google's Doubleclick for Publishers, namely the mobile web impression measurement and viewability metrics, for missing the one-month compliance deadline with the updated viewability standards announced by the MRC. However, Google intended to update its metrics to requalify for MRC accreditation soon.
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BrandAds is an online video analytics company based in Emeryville, California. It produces BrandAds Bridge, a tool for advertisers that measures the success of online video campaigns using more than 30 performance metrics such as gross rating point (GRP), viewability, time spent, brand lift by demographic segment, social lift and social sentiment.
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Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
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Apartments are located in two buildings at QV, both of which are located along Little Lonsdale Street. One of the apartment buildings is the slender skyscraper located at the Russell Street corner, whilst the other is a lower-rise structure on the Swanston Street corner. The latter is low-rise to meet height restrictions on Swanston Street, intended to allow greater viewability of the dome of the State Library of Victoria.
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Marketing research done by Google shows that the viewability of adverts is affected by its position in relation to the fold as there is a significant drop-off below the fold. Each company tends to use their own definition of the fold. The BlogHer advertising network, for example, defines the fold as the top 768 pixels of the page. The FoodieBlogRoll advertising network defines the fold as the top 1000 pixels.
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Optical bonding improves optical performance of displays. It eliminates the air gap between the cover glass and LCD, and usually includes an anti-reflective (A/R) coating (as well as anti-smudge and anti- glare treatments on the cover glass). Optical bonding improves the contrast ratio by reducing the amount of reflected light, thus improving viewability. This is especially important in outdoor applications, where direct sunlight can decrease viewability.Walker,Geoff.
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Integral Ad Science (IAS) is an American privately owned technology company that analyzes the value of digital advertising placements. Integral Ad Science is known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score. Integral Ad Science was founded in 2009 by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, Josh Attenberg and Kent Wakeford; with initial investment from Coriolis Ventures. It was originally named "AdSafe Media".
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The display itself had an odd aspect ratio as well, making graphics look vertically squashed. A third-party company would later introduce a work-alike LCD screen called the C-Vue, which looked and functioned very much like Apple's product, albeit with a reportedly slight improvement in viewability. Consequently, both sold poorly and had a very short market life span, making these displays fairly uncommon (and as a result, extremely rare today). Third parties also offered external rechargeable battery units for the Apple IIc (e.g.
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Bd. 39, 1914, S. 237 ff. It appears to be the case that all temples erected within the spheres of influence of Corinth and Argos in the 7th century BCE were Doric peripteroi. The earliest stone columns did not display the simple squatness of the high and late Archaic specimens, but rather mirror the slenderness of their wooden predecessors. Already around 600 BCE, the demand of viewability from all sides was applied to the Doric temple, leading to the mirroring of the frontal pronaos by an opisthodomos at the back.
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The MRC was part of efforts to push towards a standard for counting ad impressions only if a reasonable fraction of the ad content appears on the user's screen for a sufficiently long period of time - a quality called "viewability". The push was resisted by web properties that counted ads as viewed that did not appear on the screen and were not actually seen. MRC issued its first audit advisory for viewable impressions on November 14, 2012. Starting 2013, all MRC-accredited researchers and analytics vendors were to begin counting only viewable ad impressions.
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Poor side-viewing image quality of an LCD monitor rotated into portrait orientation Good side-viewing image quality of a typical landscape LCD Rotation of LCD monitors is simpler than for bulkier displays since the mass of the panel is low, the heat generated is low, and there are no magnetic effects to be concerned about. Higher quality panels can feature built-in pivot points to allow the user to rotate the screen into portrait mode. However, as a result of the light polarization technology, an LCD monitor, particularly TN panels, the angle of image viewability will degrade when rotated. Liquid crystal displays vary in contrast when viewed from different angles along one axis.
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In 2014, Weed gave a TED Talk about the global issue of climate change and argues that sustainability and economic growth can go hand-in-hand. Weed has also directed significant advances in digital and influencer marketing and technologies within Unilever, championing the 3Vs of Viewability, Verification and Value across the industry. He is committed to tackling stereotypes - gender and beyond - in advertising through Unilever's #Unstereotype initiative and is the architect behind the #Unstereotype Alliance, co-created with UN Women, bringing together 24 companies to remove the portrayal of unhelpful stereotypes from their advertising by 2020. In 2016 Weed was LinkedIn's second most influential writer on the platform in the UK. In 2017, he was voted as the Marketers Marketer of the Year by Campaign readers.
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These services included Advertising Acceleration, which improves digital advertising viewability and vCPM by speeding the delivery of digital ads, and advertising recovery capabilities that encrypt application content together with digital advertisements, so that ad blocking software cannot filter or block the ads, thus restoring advertising impressions and revenue. The company claimed that digital enterprises using its services will achieve 5% to 15% higher on-line revenue via higher conversion, higher average order value, restored digital advertising and marketing functionality, and increased SEO traffic. The company was headquartered in Palo Alto, California with offices in New York, London, Bangalore and Sydney. , the company claimed that it processed 60 billion transactions per day, optimized 5 billion images per day, served 200 million consumers per day and recovered 5 billion digital advertisements per month.
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