Changes in viewability-related indicators

Non-viewable impressions

On Wednesday, 9th January 2019, we will change the formula for non-viewable impressions (total) indicator. The modification will be made in order to fully adapt the metric to the IAB definition.

So far, unrecognized impressions were treated as a part of non-viewable impressions. However, as viewability couldn't be measured for such impressions, IAB recommends not to include them in this indicator.

As a result, we will no longer include unrecognized impressions in the following indicators:

• Non-viewable impressions total (IAB)
• Custom non-viewable impressions total

Viewability rate

This modification will also affect Viewability rate indicator, as non-viewable impressions are a part of the formula's denominator:

viewability rate = viewable impressions / (viewable impressions + non-viewable impressions) x 100%

Change will be applied to the following indicators:

• Viewability rate (IAB)
• Custom viewability rate
• Custom cookie viewability rate
• Custom non-cookie viewability rate



Data calculation

In order to provide you with the most accurate data, non-viewable impressions and viewability rate will not only be calculated according to the new formulas for the future campaigns, but their value will be updated in all of the past and present campaigns.

We apologize for any inconvenience caused by replacing old formulas in the past and present campaigns. We will provide help to overcome the possible hurdle of the transition time.

Therefore please be informed that non-viewable impressions and viewability rate values based on old formulas can anytime be accessed by creating custom indicators. Please don't hesitate to contact your local tech support in order to get an assisstance.





New indicator: Unmeasurable impressions

Non-viewable impressions unrecognized

Non-viewable impressions unrecognized (IAB) and Custom non-viewable impressions unrecognized indicators both present the number of impressions for which viewability couldn't be measured due to technical reasons.

From January 9th, both Non-viewable impressions unrecognized (IAB) and Custom non-viewable impressions unrecognized indicators will be treated as indicators separate from non-viewable impressions. Both of them present the number of impressions for which viewability couldn't be measured due to technical reasons. Thus, they will be renamed to Unmeasurable impressions. As they both present exactly same value, we're going to delete one of them in the next step, described below.

From Wednesday, January 23rd, Unmeasurable impressions indicator will only be available in the IAB viewability indicators tab. Thus, Unmeasurable impressions indicator will be removed from the Custom viewability indicators tab.

Moreover, the following changes will be made in the gDE API:

• nonInscreensUnrecognized indicator will be renamed to unmeasurableImpressions
• customNonInscreensUnrecognized will no longer be available

Changes in the API will be backwards incompatible.

direct effect indicators unmeasurable impressions