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.”