Spider.io – best viewability supplier

Posted: Jul 10, 2013 in Data, Display, Prospecting
Tags: , , , , ,

spider.io-—-powering-accurate-analytics

RTB brings a wealth of benefits to display advertising and one of the biggest features which is coming soon is the ability to auto optimise across different placements within a page based on historical in view rates. Yes, there is above the fold targeting but the volume isn’t there and there is still value from advertising below the fold.

Many advertisers are throwing over 60% of their RTB spend and adserving down the drain because over half of the ads delivered simply did not get viewed. For those who accept PV, the wastage would be significantly higher as the channel gets attributed PV conversions where the ads didn’t even get viewed.

This is where viewability technology comes in. Let’s look at the viewability technology marketplace and the test results off the back of a study to find the best partner:

Firstly you need to identify what you class as ‘in view’ – some tools believe it or not have a default setting which cannot be changed of 1 pixel has to be in view to class the banner as ‘in view’. It’s recommended to set the values at 100% of ad surface viewed for a minimum of 4 seconds or 50% of ad surface for a minimum of 8 seconds.

Project Sunblock

The test didn’t even get off the ground as they only supported a solution where the creative would re-direct through their servers. This brings high risk of their technology affecting the ad delivery so this provider was ruled out

Comscore

This test also didn’t get off the ground as they struggled to send the necessary tagging over and their technology does not work with Chrome or IE browsers so for that reason alone this provider was ruled out

Alenty

  • They have a pretty good offering and do offer very good customer support. Their tech didn’t affect impression volume and is compatible with all browsers
  • Test results show: Germany (35.8% in view), Portugal (40.7% in view), Poland (42.9% in view) and UK (29.2% in view)
  • They can use a DSP macro to pass back campaign name, strategy name, exchange name and domain name
  • They have a good reporting UI and can setup bespoke reports
  • You can customise your in view calculation in the UI and the data adjusts in real-time.
  • Compatible with DSPs
  • Infectious Media have been using the tech for a while now with optimisation success
  • Referring to their demo on http://www.alenty.com/en/demo/display-ads (which has since been removed), if you move the banner half off screen or have another window in front of the banner, the ad surface remains as 100% and visibility duration continues to go up which is a huge downfall of the technology because if you’re going to track viewability then you need to do it right.

If it wasn’t for Spider.IO, this would have been a good alternative.

Spider IO

  • Very good technology which is compatible with all browsers and didn’t affect impression volume
  • In view rate of 17%
  • They can use a DSP macro to pass back campaign name, strategy name, exchange name and domain name
  • They don’t have a reporting UI yet, but can supply bespoke daily reports with customised in view calcs
  • Technology is patent
  • Compatible with DSPs
  • As per their demo, their technology is truly ground breaking http://spider.io/vStp83jg6/
  • They offer log level data which can go into a DMP

Spider.IO was the clear winner due to their patent tech, the demo which works and log level reporting. Alenty although the tech is not 100% is still a fantastic alternative.

Comments
  1. The Alenty demo was wrongly interpreted. When a window looses focus, viewability duration is stopped. So the conclusion of this article are wrong.

    We can make a demo to whoever is interested.

    Like

    • Viewability duration is only one element, there is also in view % to consider – if the ad is 100% not in view then duration becomes irrelevant.

      An online demo to demonstrate your tech in action either live or via video like Spider.io is welcomed – feel free to post the URL here once live.

      Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s