摘要翻译：
在所有的在线展示广告（广告）中，很大一部分是从来没有人看到的。例如，广告可能出现在页面折叠下方，用户从不滚动。然而，如果一个广告不能至少在某种程度上被观看，它基本上是无效的。广告可视性--指在线显示广告的像素在视图中的百分比和曝光持续时间--最近在数字广告商和出版商中引起了极大的兴趣。然而，我们对广告可视度对广告效果的影响知之甚少。我们致力于通过分析一个大规模的观察数据集来缩小这一差距，该数据集包含超过350,000个广告印象，类似于数字广告商和出版商通常可以获得的数据集。这项分析表明，较长的曝光持续时间(>10秒）和100%可见像素似乎不是生成透视的最佳选择。最高的透过率似乎是用相对较低的像素/秒产生的--50%/1、50%/5、75%/1和75%/5的组合。然而，这种分析并没有考虑到可能与广告可视度相关甚至驱动广告可视度的用户行为，因此可能导致内生性问题。因此，我们在一个欧洲主要新闻网站的随机在线实验中操纵了广告的可视度，在相对较高的像素/秒--75%/10、100%/5和100%/10的组合中发现了最高的广告识别率。低于75\%或5秒的一切都表现得更糟。然而，我们发现它可能足以有一个较长的曝光持续时间或高像素百分比，以达到高广告效果。我们的结果为广告商提供了指导，使他们能够更恰当地建立目标可视率，并为希望区分其可视化产品的出版商提供了指导。
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英文标题：
《How Much Ad Viewability is Enough? The Effect of Display Ad Viewability
  on Advertising Effectiveness》
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作者：
Christina Uhl, Nadia Abou Nabout, Klaus Miller
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最新提交年份：
2020
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分类信息：

一级分类：Computer Science        计算机科学
二级分类：Computers and Society        计算机与社会
分类描述：Covers impact of computers on society, computer ethics, information technology and public policy, legal aspects of computing, computers and education. Roughly includes material in ACM Subject Classes K.0, K.2, K.3, K.4, K.5, and K.7.
涵盖计算机对社会的影响、计算机伦理、信息技术和公共政策、计算机的法律方面、计算机和教育。大致包括ACM学科类K.0、K.2、K.3、K.4、K.5和K.7中的材料。
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一级分类：Economics        经济学
二级分类：General Economics        一般经济学
分类描述：General methodological, applied, and empirical contributions to economics.
对经济学的一般方法、应用和经验贡献。
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一级分类：Quantitative Finance        数量金融学
二级分类：Economics        经济学
分类描述：q-fin.EC is an alias for econ.GN. Economics, including micro and macro economics, international economics, theory of the firm, labor economics, and other economic topics outside finance
q-fin.ec是econ.gn的别名。经济学，包括微观和宏观经济学、国际经济学、企业理论、劳动经济学和其他金融以外的经济专题
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英文摘要：
  A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers. However, we know very little about the impact of ad viewability on advertising effectiveness. We work to close this gap by analyzing a large-scale observational data set with more than 350,000 ad impressions similar to the data sets that are typically available to digital advertisers and publishers. This analysis reveals that longer exposure durations (>10 seconds) and 100% visible pixels do not appear to be optimal in generating view-throughs. The highest view-through rates seem to be generated with relatively lower pixel/second-combinations of 50%/1, 50%/5, 75%/1, and 75%/5. However, this analysis does not account for user behavior that may be correlated with or even drive ad viewability and may therefore result in endogeneity issues. Consequently, we manipulated ad viewability in a randomized online experiment for a major European news website, finding the highest ad recognition rates among relatively higher pixel/second-combinations of 75%/10, 100%/5 and 100%/10. Everything below 75\% or 5 seconds performs worse. Yet, we find that it may be sufficient to have either a long exposure duration or high pixel percentage-in-view to reach high advertising effectiveness. Our results provide guidance to advertisers enabling them to establish target viewability rates more appropriately and to publishers who wish to differentiate their viewability products.
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PDF链接：
https://arxiv.org/pdf/2008.12132