In-Screen Measurements

Note that ISM works only with JavaScript, Composed JavaScript and Friendly Iframe tags. There are three demo pages for each one of these which all look identical in the browser but differs by the content unit tagging used:

These pages have a debug variable activated in the HTML source (EAS_debug_ism = true) which makes them show a green bar on top of the creatives with measurement statistics. This bar is not shown in the normal case.

Nothing special is required on the site, apart from the use of one of these three tagging options and that they load EAS_tag.1.0.js on the site. All you need to do (if your egroup has ISM activated which is done by Emediate) is to check a box on the campaign info page to activate ISM on that campaign across all websites where it runs.

Technical details:

When an ISM-activated campaign is requested on a website, it will be returned with an extra <div> tag before its creative contents to mark the position. There are new functions in EAS_tag.1.0.js that track the position of this tag on the website once every second to find out how much of it is currently visible in the browser window. Every second when 50% or more of the area is visible, the campaign is considered to be “in-screen” and thus visible to the user.

EAS_tag.1.0.js also makes log requests back to the ad server every few seconds to register the accumulated number of seconds the banner has been visible (this is implemented using JSONP). The logging interval is frequent at the beginning but grows gradually slower over time, as described in the FAQ.

We also only count “active” time, i.e. when the user is likely to still be interacting with the website. If you leave a page open and go to lunch for instance, we stop logging after 30 seconds. Scrolling, resizing and selecting the browser tab are interactions that reset this timeout.

When using ISM on custom HTML template with 3rd party JS file included, they should follow this rule:

Do not use <iframe …/> with document.write() instruction. Instead use <iframe …></iframe>. See stackoverflow question about this issue.

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