This new solution, Qualified Ad Audience, included in Digital Ad Ratings, provides a global understanding of the performance of online advertising campaigns. As a result, DAR campaign assessments can now qualify the audience who has seen the campaign according to IAB/MRC* norms, through indicators such as coverage, on-target repetition and even on-target viewable impression rate.

Already available for actors in the advertising market - advertisers, agencies, advertising space sellers, programmatic platforms, etc. - for all countries where the DAR measurement is deployed, Qualified Ad Audience in particular offers:

• Viewability measurement across all internet devices: computer and mobile (smartphone and tablet)
• A customisable viewability measurement with the ability for each subscriber to determine their own viewability threshold in addition to IAB/MRC* norms
• A measurement of viewable video completion rate according to exposure time to the ad, allowing evaluation of contact intensity

“In an advertising market that seeks reliability, an online campaign’s viewability is an essential issue, as it naturally conditions the campaign’s effectiveness”, declared Eglantine Dever, the Director of the Advertising Solutions Department at Médiamétrie//NetRatings.

* According to Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) norms, an ad impression in display format is considered viewable as soon as at least 50% of the displayed surface of the ad served is viewed, for at least one second continuously in a browser window. For video format, it must be viewed at least two seconds continuously when at least 50% of its content is visible.

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