Viewability Grid

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You can download the grid you want in Excel format while filtering measurement companies but also the global grid concerning viewability in PDF format, for web and app environments.

Measurement companies are splited in differents tabs according to whether their solution has been accredited by the MRC (Media Rating Council) or not.

Web environment

[tabby title=”Accredited – Display” icon=”fa fa-check-circle-o”]

Updated October 11th, 2019	Adloox	Comscore	Double Verify	Integral Ad Science	Meetrics	Moat Oracle
1) Can you list the sensors/data points your solution uses to measure display viewability?	Adloox does not intend to share this information	JS tag, geometric method, browser optimization method, specific browser APIs	JS tag, geometric method	IAS JS tag inserted into the page via an iframe. IAS uses different methods according to the placement type.	JS tag ,geometric method, browser optimization method	JS tag ,geometric method, browser optimization method
2) Is your solution compliant with OM SDK?
3) Is your solution compliant with MRAID?
4) Do you measure expandable formats?	Yes	Yes	Yes	Yes	Yes	Yes
a) If yes, is your measure based on the pixel count of the smaller initial format of the ad, when the smaller initial format is in place; or the pixel count of the larger expanded ad, for the duration when that larger expanded ad is in place; or do you use another method (specify which one)?	Viewability is not pixel count but percentage of ad unit in view and duration is continuous 30%+ for 1+ sec; size of unit is not relevant and Adloox recalibrates active sensor measurement as ad expands and contracts. This would include a duration that encompasses expand/contract events.Polling frequency is 100ms (MRC requirement)	Expandable rich media ads are measured based on the placement of the vCE JavaScript tag. If the user places the vCE JavaScript with the unexpanded portion of the ad, Comscore measures the unexpanded ad. However, if the user places the JavaScript tag within expanded portion of the ad, the expanded portion is measured	The measurement is based on the pixel count of the initial format of the ad	IAS viewability measurement process identifies the size of the ad at each polling frequency (every 100ms for display and expandable rich media creatives). At each polling interval, the ad is determined to be viewable if the portion of the ad that is contained within the viewport exceeds the appropriate threshold for the size of the ad at the time of measurement. If the ad accumulates ten consecutive polling observations meeting the viewability requirements, the impression is reported as a viewable impression.	The measurement is based on the pixel count of the smaller initial format of the ad, when the smaller initial format is in place; or the pixel count of the larger expanded ad, for the duration when that larger expanded ad is in place. The duration measurement includes the time viewable in both states.	Moat is able to identify the non-expanded and expanded elements and the switch that enables the expansion, then needs to write a custom logic to measure the unit.
5) Do you measure Page Take-over ads?	Yes	Yes	Yes	Yes	Yes	Yes
a) If yes, do you measure each component of the page takeover separately?	Yes Adloox have a specific script for takeover taking into consideration the size of the page	Yes	Yes	Yes	Yes	Yes
b) If yes, how do you report page takeover viewability?	The takeover is treated as a unit in classic viewability report with a specific macro for segragation	A home page takeover involving several different creatives/payloads would also require individual tagging/measurement of the constituent ads. This is consistent with industry standards (MRC, JICWEBS, IAB Pan-European Viewability Guidelines). If the client wished to combine the results and/or transact on the basis of various combinations of different ads, they are free to do so but each creative unit would still have to be measured separately.	DV measures and reports each ad independently for viewability in case of page takeover ads, if the ads have been setup with DV tags to measure independently.	As a display unit.	Viewability of this format is reported as all other formats within our UI and reports. If the ads are measured independently, viewability will be determined for each component individually. If the takeover is treated and sold as a unit, the components have to be jointly loaded and viewable (with at least the defined amount of area and defined amount of time) to be counted as a viewable impression. It is possible to measure them as one object, if requested.	Report a figure for each component measured
6) Can you specify the method used to measure slide-in ads (a slide-in ad is an ad which appears by sliding on the screen after a launch event)?	Adloox JS monitors the DOM element (the DOM is the way Javascript sees its containing pages' data); Adloox treats this identically to below-the-fold going above-the-fold as the user scrolls the browser	Measurement for slide in ads is the same as any other banner ad. The ad is considered to be in view only when it slides into view (and meets the standard criteria). Viewability measurement tech is no different than non-slide-in ads.	DV identifies the ad creative on the page to be measured, and determines viewability based on the time spent in view as the ad slides onto the screen after launch event.	IAS viewability measurement process identifies the size of the ad at each polling frequency (every 100ms for display and expandable rich media creatives). At each polling interval, the ad is determined to be viewable if the portion of the ad that is contained within the viewport exceeds the appropriate threshold for the size of the ad at the time of measurement. If the ad accumulates ten consecutive polling observations meeting the viewability requirements, the impression is reported as a viewable impression.	There is no specific method for slide-in ads. Slide-in ads are treated as normal display ads	Upon request, Moat can write custom logic to enable measuring the unit
7) Do you have limitation on Safari for cross-domain iframe?	Yes, Adloox isn't able to detect browser focus in cross-origin environment	Yes. Desktop: Viewability for Cross-domain impressions can be measured in older Safari versions (<9) where another vCE Tag is present for a no-iFrame ad Mobile Browser: Cross-domain viewability can be measured in older Safari versions (<9) if the comScore UDM tag or another vCE Tag in a no-iFrame ad is present or via the requestAnimationFrame API in Safari 9+	No	Yes, Safari has a Top Hits feature which pre-loads websites in the background as a user types a URL into the navigation bar. (Example: while a user enters the URL in an address bar to a page 2, impression events load for ads related to page 1 prior to selecting "Enter".) IAS does not support this functionality as the impressions are not reported as viewable since we use PageVisibility API. Ongoing IAS research currently guides that cases like this represent 0.5% of our traffic and we are continuing to monitor this number as a resource for possible future changes to our systems.	Yes, Meetrics is currently not able to determine the position of the browser window in situations where the Meetrics-Measurement-Script is bound within a cross-site-iframe in Safari Browser	No
8) Do you have limitation on Chrome for cross-domain iframe?	Yes, Adloox isn't able to detect browser focus in cross-origin environment	No limitation on the desktop environment. For Mobile Browser viewability measurement, in older versions of Chrome (<51), the comScore UDM or another vCE Tag in a no-iFrame ad must be present to enable viewability measurement. For Chrome 51+, Comscore uses the IntersectionObserverAPI to measure viewability.	No	No	Yes, Meetrics is currently not able to determine the position of the browser window in situations where the Meetrics-Measurement-Script is bound within a cross-site-iframe in Chrome Browser	No
9) Do you have limitation on Android for cross-domain iframe?	Yes, Adloox isn't able to detect browser focus in cross-origin environment	No limitation on the desktop environment. For Mobile Browser viewability measurement, in older versions of Chrome (<51), the comScore UDM or another vCE Tag in a no-iFrame ad must be present to enable cross domain viewability measurement. For Chrome 51+, Comscore uses the IntersectionObserver API to measure viewability.	No	No	No	No
10) Do you have limitation on IOS environments for friendly iframe?	No	No	No	No	No	No
11) Do you have limitation on IOS environments for non- iframe?	No	No	No	No	No	No
12) Do you have any limitations on Android environments for friendly iframe?	No	No	No	No	No	No
13) Do you have any limitations on Android environments for non- iframe?	No	No	No	No	No	No
14) Does your solution have any other limitations? If yes, could you specify which ones?	Yes, JavaScript is required for Viewability measurement	Yes. Limitation Related to Motorola Android 6.0.1 Embedded Browser Classification Webviews employed by embedded browsers have the same width as the screen and their height is 75% or more of the screen height, allowing for the mobile status bar. These expected dimensions contribute to vCE classification of embedded browsers as opposed to native in-app or mobile web. However, for Motorola phones running Android 6.0.1, Comscore has determined that the webview is slightly narrower than the screen width. This fails their embedded browser test, causing the rendered platform to be classified as in-app. Their testing has confirmed this is a very narrow limitation impacting only one application (others are unaffected). JavaScript and Supported Browsers All browsers implementing a current generation JavaScript runtime environment can run the Comscore JavaScript measurement code. If JavaScript is disabled, only pixel events can be generated from the portion of the Comscore AdEffx tag.	Viewability measurement requires a JavaScript-enabled browser. Certain browsers and iFrame scenarios may have additional security limitations which prevent the use of geometric methodology. In these cases, viewability may be ascertained using IAB-standard APIs.	Yes, - JavaScript is required for all methods. -If IASs server domains are listed as ad servers in blocking software, the IAS servers will be blocked. -Ad integrated in deeply nested iframes can be hard to measure, especially in old IE versions.	Yes, If the user disabled JavaScript support. If the user ends its session before the Meetrics tag has been rendered	Yes, Scroll rate is not measurable if the Moat tag loads inside a hostile iframe. If the user has disabled JavaScript, Moat will not measure the impression.
15) Has your solution been accredited by MRC for display viewability measurement?	Yes	Yes	Yes	Yes	Yes	Yes
a) If yes, has your solution been continuously accredited since your first accreditation?	Yes	Yes	Yes	Yes	Yes	Yes
b) If no, are you in the process of being accredited by MRC?	Not applicable	Not applicable	Not applicable	Not applicable	Not applicable	Not applicable
16) Do you provide custom viewability definitions?	Yes, Adloox can provide custom viewability definition on top of the MRC/IAB one	Yes, Comscore supports all thresholds at or above the MRC Standard, including flexible pixel and time thresholds	Yes, - the GroupM viewability definition - the PMX viewability definition - a user-set custom viewability definition	Yes	Yes	Yes
a) Are your custom viewability definitions compliant with the existing MRC standards? (if yes, specify which custom definitions are compliant)	Yes, All Adloox custom viewability definitions are set to never go under MRC minimum standards for viewability measurement	Yes All	Yes All	Yes, These metrics are client specific and not available to all clients and falls under the data sharing agreements IAS has with the applicable clients. For further context, some examples of custom metrics include Time in View 100%, Time in View > 2seconds.	Yes All	Yes, List of all compliant display metrics: Fully On-Screen Measurable Impressions Fully On-Screen Impressions (No Time Minimum) Fully On-Screen Rate (No Time Minimum) 1 Sec Fully On-Screen Impressions 1 Sec Fully On-Screen Rate In-View Time > 5 Sec Rate In-View Time > 10 Sec Rate In-View Time > 15 Sec Rate In-View Time > 30 Sec Rate In-View Time > 1 Min Rate On-Screen Impressions On-Screen Rate On-Screen Measurable Impressions 80% On-Screen for 1 Sec Impressions 80% On-Screen for 1 Sec Rate Total Ad Dwell Time Total Active Page Dwell Time Active Page Dwell Time In-View Time > 5 Sec Impressions In-View Time > 10 Sec Impressions In-View Time > 15 Sec Impressions In-View Time > 30 Sec Impressions In-View Time > 1 Min Impressions
b) Have your custom definitions been accredited by MRC? (if yes, specify which custom definitions are accredited)	Yes o Various Time Exposure Metrics	No	Yes, (1) All user-set custom Display Viewable Impressions in Desktop and Mobile Web Environments (2) PMX viewability definition	No	No	Yes, List of all accredited display metrics: Fully On-Screen Measurable Impressions Fully On-Screen Impressions (No Time Minimum) Fully On-Screen Rate (No Time Minimum) 1 Sec Fully On-Screen Impressions 1 Sec Fully On-Screen Rate In-View Time > 5 Sec Rate In-View Time > 10 Sec Rate In-View Time > 15 Sec Rate In-View Time > 30 Sec Rate In-View Time > 1 Min Rate On-Screen Impressions On-Screen Rate On-Screen Measurable Impressions 80% On-Screen for 1 Sec Impressions 80% On-Screen for 1 Sec Rate Total Ad Dwell Time Total Active Page Dwell Time Active Page Dwell Time In-View Time > 5 Sec Impressions In-View Time > 10 Sec Impressions In-View Time > 15 Sec Impressions In-View Time > 30 Sec Impressions In-View Time > 1 Min Impressions
17) Do you have a specific QA (Quality Assurance) procedure on tag / SDK implementation?	Yes	Yes	Yes	Yes	Yes	Yes
a) Do you have a certification program or way to vet signals from MRAID/SDK in mobile apps?

[tabby title=”Accredited – Video” icon=”fa fa-check-circle-o”]

Updated October 11th, 2019	Adloox	Comscore	Double Verify	Integral Ad Science	Meetrics	Moat Oracle
18) Is your solution compliant with all VAST version?	Yes	Yes	Yes	Yes	Yes	Yes
a) If no, can you specify which ones your solution supports?	Not applicable	Not applicable	Not applicable	Not applicable	Not applicable	Not applicable
b) Is your solution compliant with the VPAID wrappers included in VAST wrappers?	Yes	Yes	Yes	Yes	Yes	Yes
19) Is your solution compliant with OM SDK?
20) Is your solution compliant with MRAID?
21) Can you list the sensors/data points your solution uses to measure video viewability?	Adloox does not intend to share this information	Geometric method, browser optimization method, specific browser APIs, JS, Comscore Plug-In (AS3 and HTML5), VPAID Wrapper, Custom integrations. tag.	Industry-standard APIs such as intersection observer and VPAID, as well as geometric and resource-based data points	JavaScript-based technology that uses both geometric and browser optimization measurement approaches to determine viewability. VPAID or web video SDK implementation.	Geometric approach, rendering approach, browser optimization	Moat VPAID tag
22) Do you detect the presence of audio?	No (planned for Q4 2019)	Yes	Yes	Yes	Yes	Yes
23) Do you have any limitations on Safari for cross-domain iframe?	Yes, Adloox isn't able to detect browser focus in cross-origin environment	Yes, Desktop: Viewability for cross-domain impressions can be measured in older Safari versions (<9) where another vCE Tag is present for a no-iFrame ad Mobile Browser: Cross-domain viewability can be measured if the comScore UDM tag or another vCE Tag is present in a no-iFrame ad or via the requestAnimationFrameAPI in Safari 9+.	No	Yes, Deeply nested iframes may produce measurement limitations.	Yes, Meetrics is currently not able to determine the position of the browser window in situations where the Meetrics-Measurement-Script is bound within a cross-site-iframe in Safari Browser	No
24) Do you have any limitations on Chrome for cross-domain iframe?	Yes, Adloox isn't able to detect browser focus in cross-origin environment	No limitation on the desktop environment. For Mobile Browser viewability measurement, environment, in older versions of Chrome (<51), the comScore UDM tag needs also to be present, or another vCE Tag is present in a no-iFrame ad must be present to enable viewability measurement. For Chrome 51+, Comscore uses the IntersectionObserverAPI to measure viewability.	No	No	Yes, Meetrics is currently not able to determine the position of the browser window in situations where the Meetrics-Measurement-Script is bound within a cross-site-iframe in Chrome Browser	No
25) Do you have any limitations on Android for cross-domain iframe?	Yes, Adloox isn't able to detect browser focus in cross-origin environment	No limitation on the desktop environment For Mobile Browser viewability measurement, in older versions of Chrome (<51), the comScore UDM or another vCE Tag in a no-iFrame ad must be present to enable cross domain viewability measurement. For Chrome 51+, Comscore uses the IntersectionObserverAPI to measure viewability.	No	No	No	No
26) Do you have any limitations on IOS environments for friendly iframe?	No	No	No	No	No	No
27) Do you have any limitations on IOS environments for non- iframe?	No	No	No	No	No	No
28) Do you have any limitations on Android environments for friendly iframe?	No	No	No	No	No	No
29) Do you have any limitations on Android environments for non- iframe?	No	No	No	No	No	No
30) Does your solution have any other limitations? If yes, could you specify which ones?	Yes, JavaScript is required for Viewability measurement	Yes. Limitation Related to Motorola Android 6.0.1 Embedded Browser Classification Webviews employed by embedded browsers have the same width as the screen and their height is 75% or more of the screen height, allowing for the mobile status bar. These expected dimensions contribute to vCE classification of embedded browsers as opposed to native in-app or mobile web. However, for Motorola phones running Android 6.0.1 , Comscore has determined that the webview is slightly narrower than the screen width. This fails their embedded browser test, causing the rendered platform to be classified as in-app. Their testing has confirmed this is a very narrow limitation impacting only one application (others are unaffected). JavaScript and Supported Browsers All browsers implementing a current generation JavaScript runtime environment can run the Comscore JavaScript measurement code. If JavaScript is disabled, only pixel events can be generated from the portion of the Comscore AdEffx tag.	Yes, Certain browsers and iFrame scenarios may have additional security limitations which prevent the use of geometric methodology. In these cases, viewability may be ascertained using IAB-standard APIs.	Yes - JavaScript is required for all methods. - If IASs server domains are listed as ad servers in blocking software, the IAS servers will be blocked. - Ad integrated in deeply nested iframes can be hard to measure, especially in old IE versions.	Yes, If the user disabled JavaScript support. If the user ends its session before the Meetrics tag has been rendered	Yes, Scroll rate is not measurable if the Moat tag loads inside a hostile iframe. If the user has disabled JavaScript, Moat will not measure the impression
31) Has your solution been accredited by MRC for video viewability measurement?	Yes	Yes	Yes	Yes	Yes	Yes
a) If yes, has your solution been continuously accredited since your first accreditation?	No	Yes	Yes	Yes	Yes	Yes
b) If no, are you in the process of being accredited by MRC?	Not applicable	Not applicable	Not applicable	Not applicable	Not applicable	Not applicable
32) Do you provide custom viewability definitions?	Yes, Adloox can provide custom viewability defnition on top of the MRC/IAB one	Yes, Comscore supports all thresholds at or above the MRC Standard, including flexible pixel and time thresholds	Yes, - the GroupM viewability definition - the PMX viewability definition - a user-set custom viewability definition	Yes	Yes	Yes
a) Are your custom viewability definitions compliant with the existing MRC standards? (if yes, specify which custom definitions are compliant)	Yes All	Yes All	Yes All	Yes , These metrics are client specific and not available to all clients and falls under the data sharing agreements IAS has with the applicable clients. For further context, some examples of custom metrics include Time in View 100%, Time in View > 2seconds.	Yes All	Yes, List of all compliant video metrics: 2 Sec In-View Impressions 2 Sec Video In-View Rate Fully On-Screen Measurable Impressions Fully On-Screen Impressions (No Time Minimum) Fully On-Screen Rate (No Time Minimum) % of Video Played In-View Audible On 1st Quartile Rate Audible On 2nd Quartile Rate Audible On 3rd Quartile Rate Audible On Complete Rate Visible On 1st Quartile Rate Visible On 2nd Quartile Rate Visible On 3rd Quartile Rate Visible On Completion Rate Audible and Visible at 1st Quartile Rate Audible and Visible at 2nd Quartile Rate Audible and Visible at 3rd Quartile Rate Audible and Visible on Complete Rate Audible and Fully On-Screen for Half of Duration Impressions Audible and Fully On-Screen for Half of Duration Rate 3 Sec In-View Impressions 5 Sec In-View Impressions On-Screen Measurable Impressions On-Screen Impressions On-Screen Rate 3 Sec Video In-View Rate 5 Sec Video In-View Rate 1 Sec Fully On-Screen Impressions 1 Sec Fully On-Screen Rate 3 Sec Fully On-Screen Impressions 3 Sec Fully On-Screen Rate In-View Time 2 Sec In-View and Reached Completion Impressions 2 Sec In-View and Reached Completion Rate Audible On 1st Quartile Sum Audible On 2nd Quartile Sum Audible On 3rd Quartile Sum Audible On Complete Sum Visible On 1st Quartile Sum Visible On 2nd Quartile Sum Visible On 3rd Quartile Sum Visible On Completion Sum Audible and Visible on Start Sum Audible and Visible on Start Rate Audible and Visible at 1st Quartile Sum Audible and Visible at 2nd Quartile Sum Audible and Visible at 3rd Quartile Sum Audible and Visible on Complete Sum Audible and 80% On-Screen for Half of Duration (15 sec. cap) Impressions Audible and 80% On-Screen for Half of Duration (15 sec. cap) Rate Audible and Fully On-Screen for Half of Duration (15 sec. cap) Impressions Audible and Fully On-Screen for Half of Duration (15 sec. cap) Rate Audible and Fully On-Screen for Half of Duration (15 sec. cap) with Completion Impressions Audible and Fully On-Screen for Half of Duration (15 sec. cap) with Completion Rate
b) Have your custom definitions been accredited by MRC? (if yes, specify which custom definitions are accredited)	No	No	Yes, (1) Video Viewable Impressions in Desktop and Mobile Web Environments (2) PMX viewability definition	No	No	Yes, List of all accredited video metrics: 2 Sec In-View Impressions 2 Sec Video In-View Rate Fully On-Screen Measurable Impressions Fully On-Screen Impressions (No Time Minimum) Fully On-Screen Rate (No Time Minimum) % of Video Played In-View Audible On 1st Quartile Rate Audible On 2nd Quartile Rate Audible On 3rd Quartile Rate Audible On Complete Rate Visible On 1st Quartile Rate Visible On 2nd Quartile Rate Visible On 3rd Quartile Rate Visible On Completion Rate Audible and Visible at 1st Quartile Rate Audible and Visible at 2nd Quartile Rate Audible and Visible at 3rd Quartile Rate Audible and Visible on Complete Rate Audible and Fully On-Screen for Half of Duration Impressions Audible and Fully On-Screen for Half of Duration Rate 3 Sec In-View Impressions 5 Sec In-View Impressions On-Screen Measurable Impressions On-Screen Impressions On-Screen Rate 3 Sec Video In-View Rate 5 Sec Video In-View Rate 1 Sec Fully On-Screen Impressions 1 Sec Fully On-Screen Rate 3 Sec Fully On-Screen Impressions 3 Sec Fully On-Screen Rate In-View Time 2 Sec In-View and Reached Completion Impressions 2 Sec In-View and Reached Completion Rate Audible On 1st Quartile Sum Audible On 2nd Quartile Sum Audible On 3rd Quartile Sum Audible On Complete Sum Visible On 1st Quartile Sum Visible On 2nd Quartile Sum Visible On 3rd Quartile Sum Visible On Completion Sum Audible and Visible on Start Sum Audible and Visible on Start Rate Audible and Visible at 1st Quartile Sum Audible and Visible at 2nd Quartile Sum Audible and Visible at 3rd Quartile Sum Audible and Visible on Complete Sum Audible and 80% On-Screen for Half of Duration (15 sec. cap) Impressions Audible and 80% On-Screen for Half of Duration (15 sec. cap) Rate Audible and Fully On-Screen for Half of Duration (15 sec. cap) Impressions Audible and Fully On-Screen for Half of Duration (15 sec. cap) Rate Audible and Fully On-Screen for Half of Duration (15 sec. cap) with Completion Impressions Audible and Fully On-Screen for Half of Duration (15 sec. cap) with Completion Rate
33) Do you have a specific QA (Quality Assurance) procedure on tag / implementation?	Yes	Yes	Yes	Yes	Yes	Yes
a) Do you have a certification program or way to vet signals from MRAID/SDK in mobile apps?

[tabby title=”Not accredited – Display” icon=”fa fa-circle-o”]

No measurement company have a not accredited solution.

[tabby title=”Not accredited – Video” icon=”fa fa-circle-o”]