Reveals Full Value of Ads That Meet the IAB Viewable Standard

SteelHouse, a leading advertising software company, announces the broad release of its proprietary Verified Visits attribution model.

An advertising transparency pioneer, SteelHouse is now offering all of its clients Verified Visits, which reports visits to an advertiser’s site that come from an ad that meets the IAB viewability standard. That standard states that an ad must be “50% in view for one second or more.” The viewable standard was created to combat the false attribution of ads not viewable by human eyes as well as fraudulent non-human interactions delivered by bots or click farms.

According to SteelHouse, a Verified Visit results when a targeted user views a qualified ad served by SteelHouse then completes one of the following actions:

     1)    They click-through to visit the advertiser’s site
     2)    They visit the advertiser’s site within a period set by the advertiser – typically two hours.

If the targeted user views a qualified ad served by SteelHouse, but before visiting the advertiser’s site clicks one or more of the advertiser’s ads not served by SteelHouse, the visit is not reported as a Verified Visit and is not attributed to SteelHouse.

“Verified Visits is not just about revealing fraud. Advertisers have always known quality ad placement has a positive impact on their brand and their conversion results,” said Chris Innes, COO at SteelHouse. “Verified Visits brings a new level of transparency to advertisers by reporting which impressions meet the IAB viewability standard and which visits directly or indirectly resulted from those high-quality impressions.”

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