IAB Publishes Guide to Optimize Ad Viewability


Recently, the IAB published a primer with tactical tips and best practices for increasing viewable impressions of desktop display and video ads.

IAB intends to help publishers improve the ad tech side of their business and address the three ad delivery levers.

(1) site redesign to ensure that ads are positioned optimally;
(2)latency improvements to cut down on long rendering times; and
(3)ad tech strategy and policy changes to bring tactics in line with best practices

The primer aims to guide small and large publishers to optimize ad viewability. IAB stresses out that 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 already tested in real-world situations by real-world companies.

“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.