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There are Only Two Ways to Measure Display Ad Viewability
Nov 02, 2012 (07:11 PM EDT)
LONDON, Nov. 2, 2012 /PRNewswire-iReach/ -- There are only two approaches to measuring the viewability of today's display ads. There is the comScore approach and there is the spider.io approach. These approaches were described by Dr Douglas de Jager, CEO of spider.io, in an interview with Otilia Otlacan of Ad Operations Online. 
The first approach to measuring ad viewability involves identifying and comparing the geometric position of an ad relative to the browser viewport. comScore has asserted ownership of this approach in court. 
There is currently no variant of the comScore approach which works across WebKit-based browsers — like Chrome and Safari — when ads are embedded in unfriendly (cross-domain) iframes. Whilst there is a version of the comScore approach which works across Internet Explorer, when ads are embedded in unfriendly iframes, this version of the approach involves exploiting a significant unpatched security hole, which violates user privacy.
spider.io has developed an alternative approach to measuring ad viewability, for which the company has a key international pending patent.
The spider.io approach to measuring ad viewability appeals to the optimisations made by today's browsers. Two key trends over recent years — toward ever richer internet applications and toward more mobile browsing — have meant that browser vendors have been compelled to find ways to do more with less processing power. In particular, they try to optimise the way browsers allocate internal resources to ensure the integrity of the user's experience. By monitoring how a browser allocates resources when rendering webpages comprising display ads, even if these ads are embedded in unfriendly iframes, one can determine what proportion of each ad is in view.
The spider.io approach to measuring ad viewability works across all major browsers, without exploiting unpatched vulnerabilities or violating user privacy.
Notes for Editors
spider.io identifies human website visitors who are interacting legitimately with web content. The company distinguishes these legitimate human interactions from other types of visitor interaction with web content — often by automated or systematic visitors and also often as a result of deviant publisher activity. When a human visitor is legitimately accessing content through a web browser, spider.io also accurately identifies when content is viewable within the browser's viewport.
Media Contact: Vegard Johnsen spider.io, +44 207 1125204, firstname.lastname@example.org
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