We've had a lot of questions recently from AdSense publishers about viewability and the new Active View metrics in AdSense accounts. Active View can really help you improve your AdSense earnings, so let's take a closer look.
What are Active View and viewability?
Active View is Google’s ad viewability measurement solution. It tracks the viewability of ads served by AdSense: that is, the percentage of ads that are considered viewable out of the total number of ads measured. We use the online ad industry standard: a display ad is counted as viewable when at least 50% of the ad is within the viewable space on the user’s screen for one second or more.
So an ad that is (for instance) placed below the first screen on a given page won't be counted as viewable if the viewer never scrolls down. This is why viewability a good way of determining whether your AdSense ads are actually being seen by your website visitors or simply loading without a chance of catching the viewer's eye.
Why is viewability important?
The industry shift towards viewability is good for both publishers and advertisers for many reasons.
Active View metrics help because they show advertisers what percentage of their ads are actually being seen by users and which publishers provide the highest level of viewability. This helps advertisers make smarter decisions about where they should buy ad impressions. That makes display ads both more measurable and more effective.
If publishers notice that the Active View percentage for certain ad units is lower than others, that ad position is probably underperforming and ought to be optimized. Active View can help publishers increase their AdSense earnings as they take corrective action and improve the performance of these ads.
How to improve your ad viewability
Once you become familiar with viewability statistics, there are two changes you can make to improve your results.
Paying close attention to your Active View numbers will help you bring your visitors the targeted ads you want them to see and remove the uncertainty around unviewable ads. In the end, that should mean fewer underperforming ad units and a potentially a new way to achieve better revenues overall.
We think that in the long term viewability will change the way that advertisers allocate their budgets to online display. And if you're a publisher, it's a good idea to start paying attention to these new numbers and make adjustments to your ad sizes, ad units, and ad positions to improve viewability and potentially achieve better results.
To learn more about viewability and Active View, see the AdSense Help Center.
What are Active View and viewability?
Active View is Google’s ad viewability measurement solution. It tracks the viewability of ads served by AdSense: that is, the percentage of ads that are considered viewable out of the total number of ads measured. We use the online ad industry standard: a display ad is counted as viewable when at least 50% of the ad is within the viewable space on the user’s screen for one second or more.
Why is viewability important?
The industry shift towards viewability is good for both publishers and advertisers for many reasons.
- Benefits for advertisers and the advertising industry
Active View metrics help because they show advertisers what percentage of their ads are actually being seen by users and which publishers provide the highest level of viewability. This helps advertisers make smarter decisions about where they should buy ad impressions. That makes display ads both more measurable and more effective.
- Benefits for publishers
If publishers notice that the Active View percentage for certain ad units is lower than others, that ad position is probably underperforming and ought to be optimized. Active View can help publishers increase their AdSense earnings as they take corrective action and improve the performance of these ads.
How to improve your ad viewability
Once you become familiar with viewability statistics, there are two changes you can make to improve your results.
- Change ad sizes
- Change ad positions
Paying close attention to your Active View numbers will help you bring your visitors the targeted ads you want them to see and remove the uncertainty around unviewable ads. In the end, that should mean fewer underperforming ad units and a potentially a new way to achieve better revenues overall.
To learn more about viewability and Active View, see the AdSense Help Center.
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Posted by Paul Healy
Publisher Monetization Specialist
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