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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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/ |
work_keys_str_mv |
AT martaexpositoventura asurveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT josearuiperezvaliente asurveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT javierparraarnau asurveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT jordiforne asurveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT martaexpositoventura surveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT josearuiperezvaliente surveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT javierparraarnau surveyoftheroleofviewabilitywithintheonlineadvertisingecosystem AT jordiforne surveyoftheroleofviewabilitywithintheonlineadvertisingecosystem |
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