(PM) München, 10.12.2014 - Today, Delta Projects releases its’ new in-screen optimization feature, making viewability a key aspect for campaign setups. Normally an ad impression is solely based on the fact that a user visits a website, without taking into account whether or not the ad was viewable or not. According to Google’s display ad viewability study (www.thinkwithgoogle.com/infographics/5-factors-of-viewability.html), only 43,9 % of all impressions served on the Google display platforms are actually seen, because most ads are served outside the browser window area. With this new feature Delta Projects can measure and control this, impression by impression.

The feature enables users to set a hard in-screen limit for ad viewability, ranging from 0 to 100 %. When the value is set, the campaign won’t buy placements that have a (recent) historical in-screen percentage under the limit. The effects of this new optimization setting have so far been outstanding, with the percentage of viewable impressions increasing to 80%. The number for campaignsnotusing the feature was 46 %.

Björn Öström, Head of DSP at Delta Projects comments:“The market’s rapid development creates new demands on us to ensure quality, and thus provide programmatic with the right conditions for new advances in online advertising. With the in-screen optimizer our clients can set their own in-screen limits and gain full control of their campaigns, making sure the don’t have to pay for impressions that are never viewed.”

For more information visit www.deltaprojects.com