Measuring viewability: Active View vs MOAT vs IAS

Measuring viewability: Active View vs MOAT vs IAS

Benchmark drop. Same campaign, three measurement vendors report different viewability (n=40 sites):

— Google Active View ▮▮▮▮▮▮ 72%
— IAS ▮▮▮▮▮ 67%
— MOAT ▮▮▮▮▮ 65%

Why the spread? Different sampling, different fraud filtering, different SDK-vs-pixel measurement. The advertiser usually trusts the third-party (IAS/MOAT) number, and they bid against the lower figure.

If your seller-side Active View reads 72% but buyers measure 65%, you're losing CPM to the gap. Engineer for the strictest vendor — reserve ad slots, paint above content, kill below-fold auto-stacks.

So what: Optimizing to MOAT's stricter number vs Active View — buyer-measured CPM ▲ 8%.