IAB Australia Sets Up Viewability Taskforce

In Australia, the Interactive Advertising Bureau (IAB) has set up a Viewability Taskforce, to deliver a consistent understanding of viewability, which it defines as the 'opportunity to see' rather than engagement or ad effectiveness.

Current minimum viewability standards, recognised across desktop and mobile, stipulate that display ads should have 50% of their pixels in view for one second, and display video 50% of their pixels in view for two seconds. IAB Australia has been providing viewability guidance to the industry for more than a year, covering the use of MRC accredited vendors and the value of premium placements. It also supports the IAB US viewability measures which were announced in 2014 and have since been refined and extended to cover video, mobile web and mobile in-app.

Drawn from a range of digital organisations, Viewability Taskforce members are currently working on a white paper which extends the group's focus beyond viewability to a broader range of ad effectiveness measures, and will be launched next month. CEO Vijay Solanki comments: 'Thanks to the broad range of participants our Taskforce will provide the industry with a diverse and robust perspective on viewability and associated metrics'.

Web site: www.iabaustralia.com.au .