Automatically improve viewability for inventory, also known as "lazy loading".
Automatic viewability management (also known as "lazy loading") provides you with a turnkey solution to improve measured viewability, increasing the value of all inventory to advertisers that buy on a CPM basis.
👍Early Access
This feature is available for early access. To learn more, contact your Nativo representative.
By default, ads are loaded on the page as soon as the Nativo Tag is run by the browser. Ads that appear lower on the page will have a lower measured average viewability than ads that appear higher up. As a result, advertisers may not want their ads to run in low-viewability inventory when they buy on a CPM basis.
When automatic viewability management is enabled on your inventory, the ad server will automatically delay ad loading until the user scrolls closer to the location of your placements. This will reduce the number of ads loading on the page until the user is about to view the ad, and therefore increasing viewability of the ads. Note that placements that appear closely together (within the same screen or "viewport") will be loaded at the same time.
Automatic viewability management will improve measured viewability, but note that delaying the rendering of ads will decrease your total standard inventory.
Viewable CPM Selling
An alternative to automatic viewability management is the guaranteed 100% viewable CPM rate type, or vCPM. The vCPM rate type allows you to sell guaranteed viewable inventory on a campaign basis, rather than adjust overall viewability of placements themselves.