Viewability and Legacy Tags

Published by: Rebecca Allibone ,
Published on: April 16, 2014

Last year we ran a couple tests on our ads to measure viewability and we found that most of our ad units despite being 100% ATF were registering as only 20-30% viewable. We believe this is due to the fact that we haven't upgraded the tags on our site to GPT. We're working on getting GPT implemented but in the meantime more and more agencies are asking us for viewability standards/protocol. Has anyone else experienced this with the legacy tags and is there a hotfix or something we could correct in the interim before we upgrade to GPT? Upgrading to GPT is further out on our roadmap and viewability is a more near term requirement. Any advice would be greatly appreciated.


I notice your delivering into IFRAMEs.. it would be worth understanding, that 20-30%, is that 20-30% of total impressions or 20-30% of measurable impressions? A lot of viewability vendors will find it difficult or impossible to measure viewability in IFRAMEs.

Hi Rebecca,

20%-30% is very low for ATF, so I had a quick flick on your website. ATF MPU's / leaderboards should be 50%-70% visible.

You are right to look into it, but also depends if ad visibility is measured on ad load. If so, it did take 5s to load the MPU for me, and that will have a huge impact on ad vis.

Hope that helps,

Rob Mence - AOL Platforms

Rocket Fuel