SFP now implements a render optimization on all impressions being served into our publishers' placements. With this optimization, a creative will not render within an ad placement until a user is within 800px of the placement itself. The result of this optimization is what we refer to as 'Rendered Impressions,' and is the standard by which we count a publisher's filled impressions in SFP today.
How will it work?
Rather than rendering an impression upon page load, we will render an ad when a user is within 800px of a placement. Delaying this render until a user is in closer proximity to the placement will increase the likelihood that the impression will actually be viewable.
What metrics are associated with render optimization?
Effective today (6/20/17), you will see the following metrics in the platform, defined as follows:
- Rendered Impressions: this is the number of impressions that are within 800 pixels of being viewable, they are rendered once a beacon fires indicating that they are within 800 pixels of the viewable event (i.e. render-optimized). There will be a slight discrepancy between the numbers you see associated with this figure, and the numbers you see in DFP.
In the coming weeks, you will see the following:
- Downloaded Impressions: this is the number of impressions where a creative is ready-to-render. It happens upon page load, but no creative will render until the user comes within 800px of the placement. This figure will match most closely with what users see in DFP, as it follows their definition of a downloaded impression.
- Render Rate: this is the number of rendered impressions divided by the number of downloaded impressions. In short, it’s the percent of downloaded impressions that actually get rendered on page.
Will this affect all of my monetization channels?
Rendered impressions will be the standard for counting filled impressions except for the following scenarios:
- Header bidding placements
- Direct sold impressions - as we will not delay render if a direct sold ad is being served
In these two scenarios, impressions will be counted on page load.
What will this do to my overall impression count?
In the short term, this may cause a slight decrease in the impression volume you'll see for a given placement- particularly for those placements that sit below the fold and are therefore already inherently less likely to be viewed. In the long term, however, we hope that this will lead to an increase in impression volume and earnings, as your placements will have higher viewability rates and will therefore appear to be more valuable to buyers.
What will this do to my overall earnings?
Our intention is that over time, your earnings will increase, as demand and bid prices for their inventory will increase due to higher viewability on their placements. In most programmatic buying scenarios, buyers set viewability thresholds, and will not bid on any placement that has a viewability rate that falls below that threshold. With this new render optimization, you will have a higher chance of your placements fall above those thresholds, and will therefore see more bids and in turn higher earnings.
Are SFP Rendered Impressions the same as DFP Downloaded Impressions?
No. DFP Downloaded Impressions are counted when a creative renders within an ad placement upon page load, and does not take into account a user’s proximity to the placement before rendering the creative. SFP Rendered Impressions are counted when a user is within 800px from the placement. Because our methodology takes into account user proximity to the placement before rendering, SFP Rendered Impressions will not match Downloaded Impressions you see in DFP, and should not be compared in reporting. We will soon be adding a Downloaded Impressions field to SFP that will take into account the standard Downloaded Impression methodology established by DFP, and those numbers will match DFP will little-to-no discrepancy.
Do I have the ability to opt-out of render optimization?
Yes, while we highly recommend you keep this render optimization intact to maximize your earnings, you can send a request to your account manager to have this disabled on the backend.