New Ad Visibility Tool To Track Which Ads Are Visible To Users & For How Long Ads Are Viewed

Dreieich, August 14 2012 – ADTECH, a leading provider of ad serving technology and part of the AOL Advertising.com Group, today announced a new “Ad Visibility” feature which measures if -and for how long an ad or ad placement is visible to users in the browser window. ADTECH is one of the first ad serving companies to integrate this proprietary feature into its ad servers.

Based on the release of the Guiding Principles of Digital Measurement by the Interactive Advertising Bureau, Association of National Advertisers, and the American Association of Advertising Agencies, the new tool will measure ad or ad placement visibility and visibility time in reports that comply with the recommendations issued in Making Measurement Make Sense (3MS) for viewable impressions.

For Erhard Neumann, CEO of ADTECH, introducing this tool is an important step towards improving the quality of online advertising campaigns. “We are making the length of time a user is in potential visual contact with an ad measurable, according to standardised criteria. ‘Ad Visibility’ gives marketers and publishers the opportunity to learn more about their own online business. With this feature, we are helping our customers better understand their placements - whether they need it for optimising ongoing campaigns or for website layouts and placements.”

Andreas Küenle, managing director at German ad network netpoint media and an early beta user of this tool said, “Ad visibility measurement has given us a completely new perspective on our ad placements and on campaign optimisation. There are so many ways we can use it.”

How it works:
‘Ad Visibility’ can be implemented for all advertising formats that have a fixed placement size. A code incorporated into the banner sends regular signals to the ad server and the intermittent notifications are all handled in the background.

ADTECH will provide reports through Ad Visibility, allowing publishers to proactively understand their sites’ viewability statistics as early on as possible. The reports then list the number of ad impressions and clicks as well as ad-visibility-specific key indicators: - if the ad was measurable and thus visible, and the average visibility time in seconds. This will help publishers price ads accordingly, before the initiative becomes a standard and is required, as well as help publishers make site design decisions to optimize their monetization based on the percent of viewed impressions.
Neumann concluded: “Early feedback has been extremely positive.”

ADTECH Press Contact US
Mandy Albers
212.652.6394

About ADTECH
ADTECH is an international supplier of digital marketing solutions and is part of AOL Advertising.com Group. For more than 14 years, ADTECH has delivered digital marketing solutions around the globe. Its core product is the ad serving solution ADTECH IQ for display, video, mobile and rich media ads. It allows marketing specialists, agencies and advertisers to manage and evaluate these forms of advertising in one and the same booking environment. The adserver seamlessly integrates other applications, including sales management and business analytics. According to OVK Adserver Benchmark, ADTECH adservers lead the way in speed and availability. ADTECH also provides high-quality customer service and local know-how. For more information please visit: www.adtech.com

About AOL
AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.

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