Monetize Website | Fold-less Advertising

Evolution of the "Impression"

First Banner

Ironically, there was no reason to argue the viewability quality - everything on the page was rendered in view, if the user was patient enough to wait for the loading content. [1]

1995

Impression

Standard definition of an impression established by IAB Impression Guidelines. [2]

1998

Measurement Guidelines

The first-ever global media measurement guidelines agreed on by key industry bodies established a detailed definition for measuring online ad impressions. [3]

2004

Viewable Impression

First MRC accredited Viewable Impression metric technology, RealVu, for ad delivering technology, not verification, May 10, 2010 [4]

2010

Verification

First-Ever Ad Verification Summit, Mar 2010. Nik Mentchoukov presents for the first time the Viewability technology and methodology to the IAB members. [5]

2010

LIQWID Ad Technology^®

LIQWID introduces at ad:tech the technology for the insertion of 100% viewable-only ads without the use of traditional ad slots predefined on the page, Apr 13, 2011. [6]

2011

Above / Below the Fold

New IAB OpenRTB protocol allows the presentation of opportunities for programmatic trading based on Above the Fold and Below the Fold value. [7]

2012

MRC Advisory

Advisory released by MRC to refrain from transacting on viewable impressions, Nov 2012. [8]

2012

MRC Lifts Advisory

MRC Lifts Viewable Impression Advisory, Mar 31, 2014 [9]

Served Impression term gradually replaces Impression.

[10]

2014

Viewability Is Not Yet Possible

IAB Says 100% Viewability Measurement Is Not Yet Possible, Dec 2014. [11]

2014

"Viewability It's the currency now."

Randall Rothenberg Interactive Advertising Bureau Chief Executive, Sep 21, 2015 [12]

2015

Fold-less Advertising

LIQWID introduced the Viewable Advertising Library, essentially eliminating the concept of Fold and making all impression opportunities presented for trading of equal and premium value, Jul 17, 2017. [15]

2017

Header Bidding

Prebid.org, Inc., an organization dedicated to the development and promotion of header bidding solutions to trade impressions before the page is loaded, Sep 11, 2017. [14]

2017

Downloaded Impression

DFP transition from counting impressions based on ad server decision (i.e., ad is served) to counting impressions based on download (i.e., ad begins to load on a page)., Oct 2, 2017 [13]

2017

The Fold is No More

With LIQWD, all impressions are of equal and premium value regardless of where the ad placement is positioned relative to the content. An ad is only called for and delivered within the inserted virtual board once the targeted content appears in the viewport of the viewer's browser (i.e., only when the ad can be seen by the viewer). See it in action...

2018