In this white paper, we analyze how in-view and performance interact at the campaign level:
- Of ad placements, 1.8% maintain an in-view rate above 90%. Our results strongly suggest that although in-view placements greater than 90% are present in the ecosystem, they are rare.
- High in-view does not necessarily result in high CTR at the campaign level. The scarcity of high in-view placements with historically high CTR performance pushes the campaign to select inventory with lower action-oriented performance, which may lower overall campaign performance.
- Performance and viewability should be two separate goals. For a campaign to achieve the desired result, marketers should select benchmarks that correspond to the campaign’s goals.