AdRoll Updates Bidding Algorithm, Claims Viewability Jumps 37%

AdRoll, a retargeting firm, on Wednesday announced a new version of its bidding algorithm that it claims boosts viewability rates by 37% and click-through rates by 46%.

A company representative explained to Real-Time Daily that AdRoll pulled a “statistically significant” subsection of campaigns at random to determine how much viewability and click-through rates rose after implementing their new algorithm. The retargeting firm says it worked with two undisclosed MRC-accredited viewability measurement firms to measure the lift in viewability. The rise in click-through rates is self-reported.

AdRoll declined to put these rates into context -- i.e., what their viewability rates were before, and what they are now -- but did claim that they are now “solidly above industry averages for display visibility according to both Google and Moat.”

Google’s data from late 2014 noted that 56.1% of all impressions were not viewable, while Moat’s data from the same time period broke down viewability rates by unit.

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