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An Empirical Study on Display Ad Impression Viewability Measurements · Around

2015

An Empirical Study on Display Ad Impression Viewability Measurements

Zhang, Weinan, Pan, Ye, Zhou, Tianxiong et al.

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Understand

Display advertising normally charges advertisers for every single ad impression.

Specifically, if an ad in a webpage has been loaded in the browser, an ad impression is counted.
However, due to the position and size of the ad slot, lots of ads are actually not viewed but still measured as impressions and charged.
These fraud ad impressions indeed undermine the efficacy of display advertising.

Built on

Variations of box plots
McGill, R., Tukey, J. W., and Larsen, W. A · 1978
Earlier work this paper cites.
Designing online banner advertisements: Should we animate?
Bayles, M. E · 2002
Earlier work this paper cites.
Internet advertising: Is anybody watching?
Dreze, X., and Hussherr, F.-X · 2003
Earlier work this paper cites.
The economics of the online advertising industry
Evans, D. S · 2008
Earlier work this paper cites.

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Then

Iab internet advertising revenue report, 2013 full year results, 2013
IAB, and PricewaterhouseCoopers · 2013
Later among the works it cites.
Impression fraud in on-line advertising via pay-per-view networks
Springborn, K., and Barford, P · 2013
Later among the works it cites.
Optimal real-time bidding for display advertising
Zhang, W., Yuan, S., and Wang, J · 2014
Later among the works it cites.

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