A Survey of the Role of Viewability Within the Online Advertising Ecosystem

Within the online advertising ecosystem, viewability is defined as the metric that measures if an ad impression had the chance of being viewable by a potential consumer. Although this metric has been presented as a potential game-changer within the ad industry, it has not been fully adopted by the s...

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Main Authors: Marta Exposito-Ventura, Jose A. Ruiperez-Valiente, Javier Parra-Arnau, Jordi Forne
Format: Article
Language:English
Published: IEEE 2021-01-01
Series:IEEE Access
Subjects:
Online Access:https://ieeexplore.ieee.org/document/9548939/
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spelling doaj-d85678f559654df4a4f8a574e2778ee72021-10-05T23:00:44ZengIEEEIEEE Access2169-35362021-01-01913459313461010.1109/ACCESS.2021.31159799548939A Survey of the Role of Viewability Within the Online Advertising EcosystemMarta Exposito-Ventura0https://orcid.org/0000-0002-2839-6970Jose A. Ruiperez-Valiente1https://orcid.org/0000-0002-2304-6365Javier Parra-Arnau2Jordi Forne3https://orcid.org/0000-0002-8401-3292Department of Network Engineering, Universitat Politècnica de Catalunya, Barcelona, SpainDepartment of Software Engineering and Artifial Intelligence, Complutense University of Madrid, Madrid, SpainDepartment of Network Engineering, Universitat Politècnica de Catalunya, Barcelona, SpainDepartment of Network Engineering, Universitat Politècnica de Catalunya, Barcelona, SpainWithin the online advertising ecosystem, viewability is defined as the metric that measures if an ad impression had the chance of being viewable by a potential consumer. Although this metric has been presented as a potential game-changer within the ad industry, it has not been fully adopted by the stakeholders, mainly due to disagreement between the different parties on the standards to implement and measure it, and its potential benefits and drawbacks. In this study, we present a survey of the role that viewability can have on the main challenges of the online advertising ecosystem depicting the main applications, benefits and issues. With this objective, we provide an overall picture of how viewability can fit within the ecosystem, which can help the different stakeholders to work on its adoption, integration and establishing a research agenda.https://ieeexplore.ieee.org/document/9548939/ViewabilityPRISMAonline advertisingweb technologieshuman-computer interaction
collection DOAJ
language English
format Article
sources DOAJ
author Marta Exposito-Ventura
Jose A. Ruiperez-Valiente
Javier Parra-Arnau
Jordi Forne
spellingShingle Marta Exposito-Ventura
Jose A. Ruiperez-Valiente
Javier Parra-Arnau
Jordi Forne
A Survey of the Role of Viewability Within the Online Advertising Ecosystem
IEEE Access
Viewability
PRISMA
online advertising
web technologies
human-computer interaction
author_facet Marta Exposito-Ventura
Jose A. Ruiperez-Valiente
Javier Parra-Arnau
Jordi Forne
author_sort Marta Exposito-Ventura
title A Survey of the Role of Viewability Within the Online Advertising Ecosystem
title_short A Survey of the Role of Viewability Within the Online Advertising Ecosystem
title_full A Survey of the Role of Viewability Within the Online Advertising Ecosystem
title_fullStr A Survey of the Role of Viewability Within the Online Advertising Ecosystem
title_full_unstemmed A Survey of the Role of Viewability Within the Online Advertising Ecosystem
title_sort survey of the role of viewability within the online advertising ecosystem
publisher IEEE
series IEEE Access
issn 2169-3536
publishDate 2021-01-01
description Within the online advertising ecosystem, viewability is defined as the metric that measures if an ad impression had the chance of being viewable by a potential consumer. Although this metric has been presented as a potential game-changer within the ad industry, it has not been fully adopted by the stakeholders, mainly due to disagreement between the different parties on the standards to implement and measure it, and its potential benefits and drawbacks. In this study, we present a survey of the role that viewability can have on the main challenges of the online advertising ecosystem depicting the main applications, benefits and issues. With this objective, we provide an overall picture of how viewability can fit within the ecosystem, which can help the different stakeholders to work on its adoption, integration and establishing a research agenda.
topic Viewability
PRISMA
online advertising
web technologies
human-computer interaction
url https://ieeexplore.ieee.org/document/9548939/
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