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In reaching advertising goals, choices concerning the medium and concerning creative solutions play a significant role. It is also important to ensure that technical advertising functions operate in the best possible way.
The user experience that the advertisement creates for the consumer also impacts the campaign’s success. This experience should be considered when planning the technical implementation of the advertising materials.
Ad viewability is a metric for tracking how many users have viewed an ad on a website, which helps to identify a sufficient number of ad impressions. By optimizing the advertising’s technical material, the advertiser can improve the campaign’s functionality and the advertising’s viewability.
The exact definition of viewability varies, and different systems measure it in different ways. Therefore, 100 % viewability is not possible, and operators in the industry define generally accepted standards for measuring viewability and for judging a good viewability rate.
The Interactive Advertising Bureau (IAB) defines viewability as:
IAB defines a good viewability rate as 70% for desktop ads and 50% for mobile ads.
Read more in the IAB Viewability guide (in Finnish).
The medium can influence the viewability of advertising spaces on its websites by, for example, considering the amount and the placement of advertising spaces and by using distribution technology. The advertiser, however, also has a significant role in improving the viewability rates of campaign material.