(Jump to Tech Specs)
What is Active View ?
Active View is something that’s gonna tell you if you saw an ad which was served on a page. Yes! Now don’t try to pretend that you didn’t see that ad. And you can have a report on how many people actually saw your ads. For IAB/MRC standards and definitions on Active View, download this. Check this test page for if you want to dive in and start testing.
How does it work?
Display Ads: 50% of the ads pixels must appear in the browser’s viewport for minimum of 1 second.
Video Ads: 50% of an ad’s pixels visible for 2 consecutive seconds.
Is it free?
Yes. For DFP is fully free. As on July 2014, its available to selected DFP Premium customers for beta testing and only for GPT tags(no ADJ support for the time being).
How accurate is it?
Pretty damn accurate compared to all others in market. It was the only MRC accredited one when it launched but in June 2014 Yahoo came up with Yahoo Prime View (but only for US!).
What are the metrics used?
An active view ping is sent when the ad appears in the browser view port. You can test it out using this test page. Refer the following for the various parameters.
Sample HTTP request
Here are the parameters:
&id=lidar or osdim
Use: Check if request was from a GPT tag or DART tag.
&id=osdim means GPT Request
&id=lidarim means DART ADJ Request
Use: Shows the adslot ID. Lets you know from which adslot the call was made.
Use: Shows the time(in milli secs the creative was shown)
Use: Depicts the pixel coordinates of the creative. The difference in them must give the size of the respective creative, if it doesn’t then it means that the creative is not even being considered for measurement.
Active View Discrepancy
Few of my colleagues have pointed out pretty steep discrepancy rates for out of page creatives and even for normal ones. The % of measurable are pretty high but viewable were pretty less. DFP Support conveyed that its because the visitors left early, ads were not in a viewable area etc but none were pretty convincing. But I guess its just in the initial phase. The Help Center article on Active View gives a vague idea of what it is.
Filtering Of Active View Counts
Google employs spam filtering to active view counts as well and is believed to be pretty accurate(as they say) but chances of discrepancy due to this cannot be ruled out as its a budding technology.
How will it be in the market?
Here comes Google’s Active in ad industry and other ad networks are like…
“ Now, I realise that you guys probably heard about this other villain who stole the pyramids. Apparently, it’s a big deal. People are calling it the lead of the century and stuff like that. But am I upset? No, I am not! A little,……..but we have had a pretty good year ourselves,… ”