Viewability contributions towards a better online advertising ecosystem
- Autores: Marta Expósito Ventura
- Directores de la Tesis: Jordi Forné Muñoz (dir. tes.), José A. Ruipérez Valiente (dir. tes.)
- Lectura: En la Universitat Politècnica de Catalunya (UPC) ( España ) en 2023
- Idioma: inglés
- Tribunal Calificador de la Tesis: Patricia Arias Cabarcos (presid.), Esteve Pallarés (secret.), Patricia Callejo Pinardo (voc.)
- Programa de doctorado: Programa de Doctorado en Ingeniería Telemática por la Universidad Politécnica de Catalunya
- Materias:
- Enlaces
- Tesis en acceso abierto en: TDX
- Resumen
Online advertising makes possible most of the freely available online content and services.
However, it is far from being mature and there are still controversial topics that need to be addressed. One of these topics is viewability, a metric that attempts to measure whether an impression could have been seen by a user.
The purpose of this industrial doctorate, which was conducted within ExoClick ad-network, is to contribute to the improvement of the online advertising ecosystem through the study of viewability. To achieve this, we defined three main objectives: (1) to identify the viewability benefits and challenges, (2) to analyze the viewability standard and to test its possible implementations, and (3) to evaluate the impact of a viewability-driven feature in an ad company. For the first objective, we performed1. a systematic literature review of viewability.
From this literature review, we identified the main benefits of viewability and the issues that should be addressed to promote its adoption. Then, to assess the second objective, we tested in ExoClick production environment a subset of viewability implementation methods to see their results on different dimensions. Afterward, for the third objective, we evaluated in different sites the impact of using viewability in ad-refresh, a technique used to replace the ad that has been already displayed on the publisher's site with a new ad. Finally, we discussed our results in terms of the three objectives of this dissertation, by providing an overview of the implications of viewability in the ad industry and the potential improvements of the current viewability standard, and by defining a set of guidelines to integrate it into any ad tech system. The results and conclusions obtained in this dissertation can motivate and help the different stakeholders to keep working on viewability adoption and integration to obtain a better, and more sustainable, online advertising ecosystem.
