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MRC Viewability Schema

https://ns.adobe.com/xdm/context/adviewability

Browser environment measured at runtime describing the viewability of an advertisement or content associated with each page load.

According to IAB/MRC definition of Viewable Browser Space is defined as:

Advertisements and content associated with each page load can appear either within or outside the viewable space of the browser on a user’s screen—i.e., that part of the page within the browser that a user can see. This is similar to the concepts once referred to as “Above the Fold” (i.e., within the viewable browser space) and “Below the Fold” (i.e., outside the viewable browser space). The “fold” was traditionally considered to be where the initially-loaded viewable space of the page ends – so advertisements and content above the fold were considered likely to be viewable upon load, and for content below the fold, it was considered necessary to scroll to in order for that content to be viewable. In reality, the location of the fold, and consequently the viewable status of advertising and content, is variable based on the browser settings of the user (resolution, font size, window size, etc.) and there are generally four locations (top, bottom, left and right sides) where advertising and content may be cut-off from being viewable based on user actions and settings. Upon initial page load, advertising or content placed at the top and left side of the page is most likely to be viewable, however this can change if content or ads are obscured by overlays or with further user action (scrolling) coupled with latency; therefore, placement and viewable status are separate attributes to be assessed.

Viewability details are always measured fields during runtime.

Note regarding the applicability of these guidelines for mobile viewable ad impression measurement: While these viewability guidelines are primarily designed for desktop browser-based advertising rather than mobile advertising, the following points should be noted: 1) measurers of viewability of mobile browser-based web ads are encouraged to consider these guidelines in measurements until such time as guidance specifically designed for the measurement of viewability in mobile web based ads is created; and 2) as noted in the Mobile Application Advertising Measurement Guidelines issued by IAB, MMA and MRC in July 2013, ad impressions served in an in-application environment are currently generally assumed to be viewable.

Abstract Extensible Status Identifiable Custom Properties Additional Properties Defined In
Can be instantiated Yes Stabilizing No Forbidden Permitted context/adviewability.schema.json

Schema Hierarchy

MRC Viewability Example

{
  "xdm:adUnitDepth": 0,
  "xdm:viewportHeight": 1250,
  "xdm:viewportWidth": 1600,
  "xdm:adHeight": 250,
  "xdm:adWidth": 300,
  "xdm:playerVolume": 85,
  "xdm:measurementEligible": true,
  "xdm:implementationDetails": {
    "xdm:name": "https://ns.adobe.com/experience/adcloud/viewability",
    "xdm:version": "1"
  },
  "xdm:viewable": true,
  "xdm:activeWindow": true,
  "xdm:percentViewable": 89,
  "xdm:viewableImpressions": {
    "xdm:value": 1
  }
}

MRC Viewability Properties

Property Type Required Defined by
xdm:activeWindow boolean Optional MRC Viewability (this schema)
xdm:adHeight integer Optional MRC Viewability (this schema)
xdm:adUnitDepth integer Optional MRC Viewability (this schema)
xdm:adWidth integer Optional MRC Viewability (this schema)
xdm:implementationDetails Implementation details Optional MRC Viewability (this schema)
xdm:measuredAdNotVisible Measure Optional MRC Viewability (this schema)
xdm:measuredMuted Measure Optional MRC Viewability (this schema)
xdm:measuredWindowInactive Measure Optional MRC Viewability (this schema)
xdm:measurementEligible boolean Optional MRC Viewability (this schema)
xdm:percentViewable integer Optional MRC Viewability (this schema)
xdm:playerVolume integer Optional MRC Viewability (this schema)
xdm:unmeasurableIframe Measure Optional MRC Viewability (this schema)
xdm:unmeasurableOther Measure Optional MRC Viewability (this schema)
xdm:viewabilityEligibleImpressions Measure Optional MRC Viewability (this schema)
xdm:viewable boolean Optional MRC Viewability (this schema)
xdm:viewableCompletes Measure Optional MRC Viewability (this schema)
xdm:viewableFirstQuartiles Measure Optional MRC Viewability (this schema)
xdm:viewableImpressions Measure Optional MRC Viewability (this schema)
xdm:viewableMidpoints Measure Optional MRC Viewability (this schema)
xdm:viewableThirdQuartiles Measure Optional MRC Viewability (this schema)
xdm:viewportHeight integer Optional MRC Viewability (this schema)
xdm:viewportWidth integer Optional MRC Viewability (this schema)
* any Additional this schema allows additional properties

xdm:activeWindow

Active Window

Indicates whether ad was shown on active window on users' device.

xdm:activeWindow

  • is optional
  • type: boolean
  • defined in this schema

xdm:activeWindow Type

boolean

xdm:adHeight

Ad Height

The number of vertical pixels of the player, measured at runtime. This can be larger than the size of the ad if the player has extra controls or thumbnails.

xdm:adHeight

  • is optional
  • type: integer
  • defined in this schema

xdm:adHeight Type

integer

  • minimum value: 0

xdm:adUnitDepth

Ad Unit Depth

Publishers may embed ad units inside containers/iFrames in order limit the ad's access solely to the code of the page. This describes how many 'containers' or iFrames the ad unit is displayed inside of.

xdm:adUnitDepth

  • is optional
  • type: integer
  • defined in this schema

xdm:adUnitDepth Type

integer

  • minimum value: 0

xdm:adWidth

Ad Width

The number of horizontal pixels of the player, measured at runtime. This can be larger than the size of the ad if the player has extra controls or thumbnails.

xdm:adWidth

  • is optional
  • type: integer
  • defined in this schema

xdm:adWidth Type

integer

  • minimum value: 0

xdm:implementationDetails

Viewabiltity Implementation Details

The name and version of the library instrumented to measure viewability metrics.

xdm:implementationDetails

  • is optional
  • type: Implementation details
  • defined in this schema

xdm:implementationDetails Type

xdm:measuredAdNotVisible

Indicator of ad not being visible as measured by a viewability library at impression time.

xdm:measuredAdNotVisible

  • is optional
  • type: Measure
  • defined in this schema

xdm:measuredAdNotVisible Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:measuredMuted

Indicator of ad being muted as measured by a viewability library at impression time.

xdm:measuredMuted

  • is optional
  • type: Measure
  • defined in this schema

xdm:measuredMuted Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:measuredWindowInactive

Indicator of ad being displayed in an inactive window as measured by a viewability library at impression time.

xdm:measuredWindowInactive

  • is optional
  • type: Measure
  • defined in this schema

xdm:measuredWindowInactive Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:measurementEligible

Viewability Measurement Eligible

Whether or not the ad was eligible to viewability measurement. An ad is eligible if the unit has a supported creative format and tag type.

xdm:measurementEligible

  • is optional
  • type: boolean
  • defined in this schema

xdm:measurementEligible Type

boolean

xdm:percentViewable

Percent Viewable

Percent of pixels in the ad deemed viewable at measurement time.

xdm:percentViewable

  • is optional
  • type: integer
  • defined in this schema

xdm:percentViewable Type

integer

  • minimum value: 0
  • maximum value: 100

xdm:playerVolume

Player Volume Percentage

The player volume percentage, measured at runtime where 0 is muted and 100 is maximum volume.

xdm:playerVolume

  • is optional
  • type: integer
  • defined in this schema

xdm:playerVolume Type

integer

  • minimum value: 0
  • maximum value: 100

xdm:unmeasurableIframe

Indicator of viewability library not being able to properly execute measurements due to ad being displayed inside an iframe.

xdm:unmeasurableIframe

  • is optional
  • type: Measure
  • defined in this schema

xdm:unmeasurableIframe Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:unmeasurableOther

Indicator of viewability library not being able to properly execute measurements due to non-predefined error.

xdm:unmeasurableOther

  • is optional
  • type: Measure
  • defined in this schema

xdm:unmeasurableOther Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewabilityEligibleImpressions

Impression(s) of an advertisement to an end-user with viewablility library instrumented.

xdm:viewabilityEligibleImpressions

  • is optional
  • type: Measure
  • defined in this schema

xdm:viewabilityEligibleImpressions Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewable

Viewable Ad

Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds. All viewable ads are measurable, because you can't confirm that an ad has met the criteria for viewability unless it can be measured.

xdm:viewable

  • is optional
  • type: boolean
  • defined in this schema

xdm:viewable Type

boolean

xdm:viewableCompletes

Completion(s) of an advertisement to an end-user deemed viewable at completion time by a viewability library.

xdm:viewableCompletes

  • is optional
  • type: Measure
  • defined in this schema

xdm:viewableCompletes Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewableFirstQuartiles

First quartile(s) of an advertisement to an end-user deemed viewable at first quartile of play by a viewability library.

xdm:viewableFirstQuartiles

  • is optional
  • type: Measure
  • defined in this schema

xdm:viewableFirstQuartiles Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewableImpressions

Impressions of an advertisement to an end-user deemed viewable after two seconds of play by a viewability library.

xdm:viewableImpressions

  • is optional
  • type: Measure
  • defined in this schema

xdm:viewableImpressions Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewableMidpoints

Midpoint(s) of an advertisement to an end-user deemed viewable at midpoint of play by a viewability library.

xdm:viewableMidpoints

  • is optional
  • type: Measure
  • defined in this schema

xdm:viewableMidpoints Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewableThirdQuartiles

Third quartile(s) of an advertisement to an end-user deemed viewable at third quartile of play by a viewability library.

xdm:viewableThirdQuartiles

  • is optional
  • type: Measure
  • defined in this schema

xdm:viewableThirdQuartiles Type

  • Measure – https://ns.adobe.com/xdm/data/measure

xdm:viewportHeight

Viewport Height

The vertical size (in pixels) of the window the experience was displayed inside measured at runtime. For a web view event, the browser viewport height.

xdm:viewportHeight

  • is optional
  • type: integer
  • defined in this schema

xdm:viewportHeight Type

integer

  • minimum value: 0

xdm:viewportWidth

Viewport Width

The horizontal size (in pixels) of the window the experience was displayed inside measured at runtime. For a web view event, the browser viewport width.

xdm:viewportWidth

  • is optional
  • type: integer
  • defined in this schema

xdm:viewportWidth Type

integer

  • minimum value: 0