New Click-Fraud and Viewability Stats Suggest 86% of Vibrant Media Ads Fully Viewed By Humans

Dec 22, 2016


According to research, advertisers are more likely to have man rather than machine view the totality of their ad creative using ads from Vibrant Media, the original native advertising company, than that of most other ad tech providers. Three months of data on the performance of Vibrant Media’s ads was compared against Moat’s quarterly benchmarks. It found that the percentage of Vibrant Media’s ads that were fully in view to humans on desktop devices was 86.72%, and on mobiles 85.17%, compared to industry-wide benchmarks of 53.4% and 42.4% respectively.

The Moat system used to calculate Vibrant’s ad performance separates the true human traffic from the fraudulent “invalid” traffic (IVT) – impressions that are determined to be delivered to a non-human end point. IVT includes General IVT (spiders, excessive activity, and/or data center traffic categories) and Sophisticated IVT (invalid proxy, automated browser, and/or incongruous browser traffic categories).

Moat also calculates the viewability of ads on different bases: the 3MS standard of 50% of an ad’s pixels displaying on a screen for one second; the GroupM standard of 100% of an ad’s pixels displaying without a time limit; and an even higher standard of 100% of an ad’s pixels displaying for at least two consecutive seconds. Even on that extremely high viewability standard, Vibrant Media still beats the industry-wide benchmarks. On mobile 64.53% of ads are fully in view to humans for at least two seconds, 149.15% better than the industry benchmark. On desktop Vibrant performs 67.59% better than that metric’s industry benchmark with 59.16% of ads displaying fully to humans for at least two seconds.