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Display ads on pages that earned them

Vectravia buys banner inventory on websites and in apps, checks every seller against ads.txt and sellers.json, and can exclude made-for-advertising sites before a bid.

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Desktop monitor showing a generic news page with a skyline photo, grey placeholder text and an orange and teal banner ad in the right column

What is display advertising?

Display advertising places image and rich media banners on websites and in apps. Each impression is sold through an exchange, and the bid request describes the slot with an OpenRTB Banner object: the sizes allowed, the position on the page and the formats accepted.

Because display runs across so many sites, the quality of those sites matters as much as the price. That is why display buying in Vectravia starts with who is selling the impression and what kind of page it sits on.

Bid request object
Banner
Key standards
OpenRTB Banner object, ads.txt, sellers.json
How it is measured
MRC display viewability: 50% of pixels for 1 second

How does Vectravia buy display?

  1. Check the seller

    Path Check matches each seller to the publisher ads.txt file and the sellers.json entry behind it.

  2. Screen the page

    Made-for-advertising and pirate-domain exclusion lists, suitability tiers and your own block lists are applied.

  3. Match the slot

    Sizes, position and formats in the Banner object are matched to your creatives.

  4. Count viewable impressions

    Signal Reports applies the MRC display rule of 50 percent of pixels for one second.

Which display formats can you buy?

  • Standard banners

    Common IAB sizes across desktop and mobile web.

  • Large-format units

    Billboard and other large sizes, reported under the MRC large-ad guideline where it applies.

  • In-app banners

    Banner and interstitial placements inside mobile apps.

Why does site quality matter in display?

Display reaches a very long tail of websites. Industry studies show how much of it can be low quality.

How is display measured?

A display impression counts as viewable under the MRC guideline when at least 50 percent of its pixels are in view for one continuous second. Signal Reports uses that rule by default.

Very large units of 242,500 pixels or more may count at 30 percent in view under the MRC large-ad guideline, and Signal Reports discloses when that rule was applied.

Which standards apply to display?

Standards that apply to display advertising
Standard What it does here
OpenRTB 2.6 IAB Tech Lab The Banner object describes allowed sizes, position and formats for each slot.
ads.txt 1.1 IAB Tech Lab Lists the sellers each publisher authorizes, marked DIRECT or RESELLER.
sellers.json IAB Tech Lab Shows which entity sits behind each seller ID.
MRC viewability guidelines MRC Display is viewable at 50 percent of pixels in view for one continuous second.

Which Vectravia products power display?

Each product has its own page with the capabilities, standards and questions behind it.

  • Path Check

    Supply-path checks against ads.txt and sellers.json before every bid.

  • Context Engine

    Contextual targeting and brand suitability, no user ID needed.

  • Signal Reports

    Measured and modeled numbers, labeled apart.

  • Online video

    In-stream and out-stream video

    VAST, MRC 2-second video

  • Native

    Ads that match the page they sit on

    OpenRTB Native object

  • In-app

    Mobile apps with app-ads.txt checks

    app-ads.txt, GPP, App object

What do buyers ask about display?

What is a made-for-advertising site?

A site built mainly to sell ads. The 2023 industry definition from the ANA, 4As, WFA and ISBA points to a high ad-to-content ratio, rapidly refreshing ads, heavy paid traffic and low-quality syndicated content.

When is a display ad viewable?

Under the MRC guideline, when at least 50 percent of its pixels are in view for one continuous second.

Can I see which sites my display ads ran on?

Yes. Signal Reports lists placements by domain and app, with the DIRECT or RESELLER relationship from ads.txt next to each one.

Plan display with the rest of your media

See how display sits beside your other channels in one budget, with the supply path shown for every placement.

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