Amazon DSP is one of the leading demand side platforms that follow the industry standard viewability measurements provided by MRC. MRCs standard for Display and Video ads is widely accepted by Amazon DSP.
What Is Viewability?
Viewability is the percentage that tells how much percent of measurable impressions actually viewed by the user. The eligibility for viewable impressions is provided by the MRC.
Read More : How to calculate viewability? Why viewability is important?
What are the viewability standard used by Amazon DSP?
MRC [Media Rating Council] is an independent, nonprofit organization that creates industry standards and guidelines for the advertising industry. It’s primary focus is transparency and accuracy.
MRC is also collect data from various vendors and verify whether industry standard is followed or not. Also, it supports research initiatives to improve the current system.
What is #Viewability? How To Calculate #Viewability?
Viewability is a crucial metric in digital advertising that shows how much percentage of impressions actually seen by the users.
Read more here : https://t.co/fLPzN9k6S5#dsp #digitaladvertising #digitalads
— Sri Marketing Strategy (@DigiAdvCourse) October 5, 2023The following are viewability standards declared by MRC and followed by Amazon DSP,
Display Ads : At least 50% of the ad’s pixels must be visible in the browser window for a continuous 1 second.
Video Ads : At least 50% of the ad’s pixels must be visible in the browser window for a continuous 2 seconds.
Large Ads : At least 30% of the ad’s pixels must be visible in the browser window for 1 second.
What are the viewability measurement partners available in Amazon DSP?
As with other demand side platforms, various viewability measurement partners are available in Amazon DSP.
- Moat
- Integral Ad Science
- Doubleverify
- Comscore
You can choose any of the above viewability measurement providers for your campaign to monitor the viewability.
Conclusion
Viewability is one of the key metrics to verify the effectiveness of a digital advertising campaign. In particular, viewability should be higher for branding campaigns. Including Amazon DSP, you can measure the viewability with the help of above mentioned measurement partners. Amazon DSP also follows the same MRCs viewability standard to calculate the viewability.
