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

被引：3

作者：

Exposito-Ventura, Marta ^{[1
,2
]}

Ruiperez-Valiente, Jose A. ^{[3
]}

Parra-Arnau, Javier ^{[1
]}

Forne, Jordi ^{[1
]}

机构：

[1] Univ Politecn Cataluna, Dept Network Engn, Barcelona 08034, Spain

[2] ExoClick SL, Barcelona 08005, Spain

[3] Univ Complutense Madrid, Dept Software Engn & Artificial Intelligence, Madrid 28040, Spain

来源：

IEEE ACCESS | 2021年 / 9卷

关键词：

Advertising; Ecosystems; Stakeholders; Measurement; Industries; Standards; Guidelines; Viewability; PRISMA; online advertising; web technologies; human-computer interaction; INTERNET; WORLD; PERSONALIZATION; ADVERTISEMENTS; PRACTITIONERS; PREDICTION; PLATFORM; MARKETS; METRICS; IMPACT;

D O I：

10.1109/ACCESS.2021.3115979

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

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.

引用

页码：134593 / 134610

页数：18

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