Be Lazy – Improve Viewability

Publishers can easily improve viewability of its ad units using lazy loading or lazy requesting of ads. Here is how you do it.

Buyers appreciate high viewability simply because an ad that was never actually in the user’s screen (visible to the user) will never have any effect; and therefore they won’t be happy paying for that impression. While there is no one right answer, our experience suggest that agencies out there want to see viewability for any given ad unit (placement) of about 75% or higher on desktop, and 65% or higher on mobile. How do you increase numbers so that your site is attractive to buyers?

Easy: you implement a simple addition to your Adnuntius ad tags so that your ad unit isn’t request or does not load until the user is a set number of pixels away from getting the ad unit into view. Here is an example ad tag:

<!-- News Adnuntius | Category | Banner Top (abc123000002c3eb) -->
<div id="adn-000000000002c3eb" style="display: none"></div>
<script src="" async></script>
window.adn = window.adn || {}; adn.calls = adn.calls || [];
adn.calls.push(function() {
   adn.request({ adUnits: [
      { auId: '000000000002c3eb', auW: '980', auH: '200', requestParams: { load: 'lazyRequest', proximity: 30 } }

This snippet – requestParams: { load: ‘lazyRequest’, proximity: 30 } – ensures that an ad unit does not request an ad from the ad server before the user is 30px from getting the ad into the viewport. Alternatively you can use this – requestParams: { load: ‘lazy’, proximity: 30 } – to ensure that the ad unit requests the ad when the page loads, but does not load the ad before the user is 30px away from the viewport.

Use the ad tag generator to instrument your ad tags with lazy load/request parameters.

Remember, you can also use the ad tag generator to make it easy to instrumt your ad tags with the parameters.