For instance, increasingly publishers have been buying, (knowingly or unwittingly) inventory from impression mills. These are third-party sites designed to provide additional "audience" to sellers in need, where they loop video ads in 1x1 players that appear as a mere speck on the screen, unviewable by anyone except those with superhuman vision. Another method we see is to run video ads hidden behind banner ads. Again, though these ads might technically run, no one can actually see them. A third type of "viewer-less" video ad might be those positioned to the extreme right or absolute bottom of an abnormally wide or long web page. Only the determined few who take the time to scroll these impossibly far distances would have the chance of viewing your ad at all. In most instances, these ads begin at page load not initiated by a user clicking on a play button.
And if you think these types of tactics just aren't that prevalent in the industry, think again. Recent studies show that as high as 20-30% of all video impressions fall into this "invisible" ad category. Which means your video ad campaign metrics could be starting out 20-30% in the hole right out of the gate.
So how can you guard against these dishonest and desperate tactics and be assured your video ads not only run, but can actually be seen? The answer: Adtricity from Vindico.
For the first time ever, Adtricity brings together the concepts of video ad verification and viewability into one solution -- guaranteeing the overall quality of your ads. Not only will you know HOW and WHERE your ads get seen, but whether they're actually viewable. It's a new standard in quality for the video ad industry.