New Ad Visibility tool to track how long ads are visible to users

Dreieich, 14th August 2012 – ADTECH, a leading provider of ad serving technology and part of the AOL Advertising.com Group, today announced a new “Ad Visibility” feature which measures whether and how long an ad or ad placement is visible to users in the browser window. ADTECH is one of the first ad serving companies to integrate this feature internally into its ad servers.

Based on the release of the Guiding Principles of Digital Measurement by the Interactive Advertising Bureau, Association of National Advertisers, and 4A’s, the new tool will outline ad visibility and visibility time of an ad or ad placement in reports that comply with the recommendations issued in Making Measurement Make Sense (3MS) for viewable impressions .

For Erhard Neumann , CEO of ADTECH, introducing this tool is an important step towards improving the quality of online advertising campaigns. “We are making the length of time a user is in potential visual contact with an ad measurable, according to standardised criteria. ‘Ad Visibility’ gives marketers and publishers the opportunity to learn more about their own online business. With this feature, we are helping our customers better understand their placements - whether they need it for optimising ongoing campaigns or for website layouts and placements.”

Following the first few weeks of field testing the new Ad Visibility feature, Andreas Kueenle, Managing Director of German ad network netpoint media GmbH, can already report a positive result. “The feature opens up entirely new possibilities for us in terms of ad campaign and ad placement optimisation. What’s more, on the basis of our own data, we now feel vindicated with regards to our position in the current intensive discussions regarding ad visibility taking place between all market players. We are therefore very pleased to be able to rely on our long-term partner and ad serving provider ADTECH, who has provided us with the right tools for our work with their usual quick response time and flexibility.”

How it works:
‘Ad Visibility’ can be implemented for all advertising formats that have a fixed placement size. A code incorporated into the banner sends regular signals to the ad server and the intermittent notifications are all handled in the background.

ADTECH will provide reports through Ad Visibility, allowing publishers to proactively understand their sites’ viewability statistics as early on as possible. The reports then list the number of ad impressions and clicks as well as ad-visibility-specific key indicators: whether the ad was measurable and thus visible, and the average visibility time in seconds. This will help publishers price ads accordingly, before the initiative becomes a standard and is required by the governing bodies, as well as help publishers make site design decisions to optimize their sites based on the percent of viewed impressions.
Neumann concluded: “Early feedback has been extremely positive.”

ADTECH Press Contact UK
Nikki Alvey, The PR Network
Phone: +44 (0) 7973 354 706

About ADTECH
ADTECH is an international supplier of digital marketing solutions and is part of AOL Advertising.com Group. For more than 14 years, ADTECH has delivered digital marketing solutions around the globe. Its core product is the ad serving solution ADTECH IQ for display, video, mobile and rich media ads. It allows marketing specialists, agencies and advertisers to manage and evaluate these forms of advertising in one and the same booking environment. The adserver seamlessly integrates other applications, including sales management and business analytics. According to OVK Adserver Benchmark, ADTECH adservers lead the way in speed and availability. ADTECH also provides high-quality customer service and local know-how. Its global customer base includes major players such as InteractiveMedia, BSkyB, Hi-media and Gannett. For more information please visit: www.adtech.com

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