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IAB Distills Most Successful Tactics for Improving Ad Viewability in New Primer for Publishers

Details Methods Deployed by a Range of Digital Publishers

NEW YORK, NY (March 22, 2016) – The Interactive Advertising Bureau (IAB) has issued the first Primer for Publishers on Improving Ad Viewability, a document that outlines a range of tactics that publishers, big and small, have used to increase ad viewability, explaining how others can apply these concepts to their own businesses.

“Now that publishers have achieved great success in driving higher ad viewability levels, it was time for the IAB to compile them into a comprehensive primer for use by the entire industry,” said Sherrill Mane, Senior Vice President of Research, Analytics and Measurement at the IAB. “All publishers, no matter their size or tech resources, should strive to take advantage of the strategies outlined in this guide, as they have been tested in real-world situations by real-world companies that know viewability is key to delivering what advertisers want and to increasing the value of ads on their sites.”

The IAB and member publishers in the IAB Viewability Data Leadership Group identified four primary levers that can drastically improve ad viewability:

  • Engaging editorial content to capture and hold a viewer’s attention
  • Site re-design to ensure that ads are positioned optimally
  • Latency improvements to cut down on long rendering times
  • Ad tech strategy and policy changes to bring tactics in line with best practices

The primer cites the paramount importance of superior content experiences and describes the steps to implementing and iterating on the three other levers. The document also examines various strategies for effectively working with advertisers, agencies, and third party measurement vendors.

“Yahoo is constantly striving to ensure maximum value for our advertisers and we know that improving viewability is a top concern as they look to deliver improved performance,” said James Deaker, Vice President of Revenue Management and Policy, Yahoo, who is Co-Chair of the IAB Ad Ops Advisory Board. “We’re pleased to have helped the IAB develop this guide as it is a fantastic start for any publisher looking to improve ad viewability, providing the practical solutions that have already been proven in the marketplace.”

To download the IAB Primer for Publishers on Improving Ad Viewability, visit

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]

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