July 31, 2015

In speaking to publishers around the world about closing the viewability deficit, we are constantly amazed at the level of engineering and design effort that’s going into improving inventory quality.

It’s often a no-brainer to focus on improving inventory quality, given the high ROI associated with increased viewability scores. That makes sense.

The aspect of this that astounds us is that publishers are doing the same thing over and over again, duplicating what’s done elsewhere in the industry ad infinitum. The old saw in enterprise technology is that “Build for competitive advantage and buy for competitive parity.” Not happening here. Until now.

This is why Mezzobit has added an array of features to our platform that we call “Viewability in a Box.”

Simply put, we have been rolling up viewability enhancement best practices from around the industry into simple options that can be applied to any ad tag (or visual tag) managed by Mezzobit’s Audience Value Platform. This is on top of Mezzobit’s patent-pending viewability optimization tools that dynamically prioritize the rendering of ads based on user location on the page.

Adding them to your site is as simple as flipping a few switches and setting parameters. If you want to quickly test their impact on viewability, just add in Mezzobit’s A/B testing. No coding and no engineering cycles required. And you can change the behavior of these features just as quickly.

We started with the two most popular enhancements:

  • Lazy loading: If a user isn’t able to see an ad, you may want to withhold loading it until it scrolls into view. Not only does this improve the viewability score of that unit, it also decreases page load time, since the lazy loaded ad would come in after the page complete milestone. Mezzobit offers a few options here, such as determining when the unit will be loaded: when it enters the user’s viewport, a specified number of pixels away, or when a certain CSS element enters the viewport. For publishers using responsive design, there’s an option that can recheck the trigger parameters periodically to ensure that a user resizing the page changes automatically updates the lazy loading parameters.
  • Sticky/adhesive units: This permits a visual to remain visually locked into a particular location when the user scrolls. Options here include the ability to stick the unit to the top or bottom of the viewport, or stack up multiple sticky elements as the user scrolls down the page. Additionally, we have options for when to “unstick” the element as well as permitting the user to scroll one column separately from another.

We have many more coming in future months. If you’ve been thinking of adding a viewability enhancement, it’s likely that it’s already in our pipeline. If you have an idea for one, drop us a note and we’ll consider it for a future release.

There are plenty of enhancements to improve viewability and user engagement with ads that should require careful thought and study. By automating the “quick wins,” Mezzobit empowers publishers to spend more time on those moves that provide higher competitive differentiation.