In the third quarter of 2019, the European average viewability rate for display advertising was 58 percent and for moving image advertising 83 percent.


Berlin, October 22, 2019 – In the third quarter, too, there are significant differences in ad viewability between video, display desktop and mobile in the various markets. This is the conclusion of the latest “Viewability Benchmarks” report published by Meetrics, the leading European measurement technology and data provider. The benchmark report also includes a detailed overview of individual ad formats and benchmarks for other markets in Europe. The benchmark report also shows the most common reasons for non-viewabilty by their percentage distribution. Non-optimal positions of display advertising are the most frequent reasons, followed by too rapid switches to other pages.


“More and more providers of advertising space are using technologies to ensure that digital advertising is also placed viewable. That is the good news. The challenge that is now increasingly emerging is to ensure that advertising is viewable long enough to get its message through to the user. Not every advertising message can be conveyed in a few seconds. Identifying and expanding ad spaces that meet the needs of advertisers remains a task for the entire market,” says Max von Hilgers, Managing Director and Co- Founder of Meetrics.


The complete Viewability Benchmarks, including a detailed list of different banner formats, are available to download for free. In the quarterly reports, Meetrics provides an overview of Viewability rates and average Viewability duration. The basis for Meetrics’ Viewability Benchmarks is the “50/1” guideline of the IAB and the Media Rating Council (MRC). Accordingly, at least 50% of the advertising space must have been in the visible area of the browser for at least one continuous second. For video ads, the recommendation is “50/2”, which means the video ad must have been visible for at least two seconds with at least 50% of its area.

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The Meetrics, the leading European software company for advertising measurement and analytics has been granted continued accreditation by the Media Rating Council (MRC). In May 2018 the toughest privacy and security law in the world was put into effect in Europe. Fighting against the growing threat for advertisers of ad fraud, Meetrics ensured that its solution with Sophisticated Invalid Traffic (SIVT) detection and filtration functionality for Desktop & Mobile Web traffic complies the European General Data Protection Regulation (GDPR) and the strict guidelines of the MRC. Meetrics’ MRC accreditation for its measurement of desktop and mobile web viewable impressions and related viewability metrics for both display and video ads was continued too.

Meetrics’ Ad Attention Manager Suite brings together four powerful components to manage the quality of ads: Viewability Check, Ad Fraud Prevention, Audience Verification and Brand Protection, the first two of which include MRC accredited metrics.

“Meetrics continues to demonstrate its industry leadership by maintaining MRC accreditation for its desktop and mobile web Viewability and SIVT solutions,” said George W. Ivie, Executive Director and CEO of the MRC. “Meetrics has been accredited by MRC since 2015 for viewability measurement, and since 2017 for SIVT detection and filtration, and this latest accreditation action provides assurance to the marketplace that Meetrics’ practices are keeping pace with the rapidly evolving digital landscape.”

“For more than a decade, advertisers have relied on Meetrics’ analytics and measurement solutions to invest their digital marketing budgets in the most effective way.” said Max von Hilgers, Meetrics Co-Founder and Managing Director. “With our continued accreditations by the MRC, advertisers can be sure that Meetrics is providing the highest possible standard of accountability.”

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First measurements across all channels show viewability rates above industry-wide benchmarks


ITV, the UK’s biggest commercial broadcaster, announces that it has partnered with Meetrics, a leading European software company for advertising measurement and analytics, to provide enhanced advertising campaign delivery validation for VOD advertising across ITV Hub platforms.

As part of the partnership, Meetrics provides video viewability data and reporting for ITV Hub on connected TV platforms and In-App (Android and iOS) as well as desktop and mobile web campaigns. This enriches the reporting capabilities for VOD campaigns run on ITV Hub and demonstrates the high quality of ITV’s ad inventory on metrics that are important to agencies and advertisers.

With the partnership, ITV underlines its commitment to very high transparency standards and quality controls for the benefit of its advertising customers. Meetrics is an independent vendor accredited for various services by the Media Rating Council and committed to strict privacy rules in full accordance with GDPR. With Meetrics as a partner ITV is breaking new ground by being the first broadcaster in the world to make use of the IAB Open Measurement SDK, which is considered the most rigorous standard for In-App viewability measurement. To date, average measurement for campaigns running across ITV Hub showed a viewability rate (according to the MRC definition) of 98%, which is far beyond average, compared to industry viewability benchmarks. The new viewability measurement and reporting will give advertisers huge confidence that ITV can deliver standards on human and viewability measures that outperform the VOD market.

Frank Mulhall, Head of Ad Operations at ITV said: “Partnering with Meetrics has demonstrated ITV’s commitment to verifying the value of our broadcast quality digital inventory via independent measurement. The move starts the process of raising standards for online video that only broadcasters can achieve in line with our clients’ expectations. Advertisers invest large sums in media to drive both brand and response and whilst partial viewing of ads is still seen as acceptable in some areas of digital advertising, we believe that investment means that advertising should be seen by people and seen in full.”

“Our strategic partnership will demonstrate the high quality of ITV’s video ad inventory and set new standards in viewability measurements across various channels,” said Max von Hilgers, Co-Founder and Managing Director at Meetrics. “ITV is committed to give its clients full transparency over their campaign delivery and to do so it showed technological leadership by investing in their own technology stack, new industry standards, and independent measurement solutions. ITV is responding directly to what advertisers are demanding; budgets for video ads are getting larger, while video inventory, which is proven to be of high quality, is limited,” said Philipp von Hilgers, also Co-Founder and Managing Director at Meetrics.

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