Thursday, May 21, 2009

AdXpose Early Results

Its been almost a month since we announced our private beta of AdXpose. We have run tests with many partners, over a billion impressions, and over 100 ad networks and exchanges. We have found some very interesting data as we’ve been running our tests. There are several key behaviors have been consistently observed:

• Between 20% to 40% of ad impressions are not “InView”, meaning although the ad network recorded an impression, the creative was below the fold and was never viewed by the site visitor
• Between 30% to 65% of ad impressions are “passed down” to the respective ad network’s distribution partners versus direct distribution to the network’s direct publishers.
• 160x600, 300x600, and 300x250 creative sizes are yielding the highest creative engagement, in spite of lower-than-average above-the-fold placement.
• 728x90 placements with a higher than average above-the-fold placement rate have lower creative engagement that 300x250 and the 160/300x600 creative sizes

Much of this data has already been helpful to our partners by both optimizing creatives, re-allocating spend to approved domains, as well as changing the campaign(s ) to higher performer channels and publishers. Feel free to contact us if you are interested in our private beta.

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