---
title: "Non-Skippable Ads: Formats, Duration and Viewer Experience"
canonical: "https://froggyads.com/non-skippable-ads/"
markdown_url: "https://froggyads.com/non-skippable-ads.md"
description: "Non-skippable video ads require the viewer to watch the full eligible ad before or during content, so duration rules, frequency, message clarity."
language: "en"
---

Keyword research, SERP visibility, link authority and video advertising

# Non-Skippable Ads: Formats, Duration and Viewer Experience

Non-skippable video ads require the viewer to watch the full eligible ad before or during content, so duration rules, frequency, message clarity, placement context and user experience require stricter control.

[Buy Traffic](https://froggyads.com/buy-traffic/)[Online Advertising](https://froggyads.com/online-advertising/)[Campaign Optimization](https://froggyads.com/campaign-optimization/)[Ad Targeting](https://froggyads.com/ad-targeting/)[Conversion Tracking](https://froggyads.com/conversion-tracking/)[Advertising Budget](https://froggyads.com/advertising-budget/)non skippable ads

![Non-Skippable Ads framework for planning, production, measurement and controlled improvement](https://froggyads.com/assets-redesign-2026/images/v164-keywords-serp-links-video/non-skippable-ads-hero.svg)

### What does this page explain about Non-Skippable Ads: Formats, Duration and Viewer Experience?

**Quick answer:** Non-skippable video ads require the viewer to watch the full eligible ad before or during content, so duration rules, frequency, message clarity. For advertisers using guaranteed message exposure responsibly, the useful question is not simply whether a rate, click count or design score increased. The primary measure for non skippable ads is qualified non-skippable reach. Confusing Completion With Persuasion can make non skippable ads appear stronger while weakening truth, usability, conversion quality or economics.

Reference for Non-Skippable Ads: Formats, Duration and Viewer Experience: [Google Ads: About video ad formats](https://support.google.com/google-ads/answer/2375464?hl=en).

## Key takeaways for Non-Skippable Ads

- Define the accepted business outcome for non skippable ads before optimizing an intermediate metric.

- Keep audience, offer, placement, measurement and quality rules explicit in every non skippable ads test.

- Track qualified non-skippable reach together with completed impressions and frequency under one documented measurement definition.

- Preserve the source data, inputs, versions and decision history behind Non-Skippable Ads so material results remain explainable.

- Scale non skippable ads only when marginal quality, economics, accessibility and operating capacity remain acceptable.

## What non skippable ads means in practice

Non-skippable video ads require the viewer to watch the full eligible ad before or during content, so duration rules, frequency, message clarity, placement context and user experience require stricter control. A practical definition of non skippable ads also identifies the decision it supports, the eligible audience or denominator, the evidence source, the accountable owner and the point at which the outcome is mature enough to judge.

Separate production events from accepted outcomes when evaluating non skippable ads. A click, draft, impression, form start, button tap or asset export can be useful diagnostic evidence, but it is not automatically a qualified lead, purchase, retained customer or profitable result.

Begin every non skippable ads initiative with a boundary record. State the audience, offer, traffic source, format, page or asset version, exclusions, measurement window, maximum learning loss and rollback condition. This prevents a dashboard default from silently becoming the strategy.

## Why non skippable ads matters

Non skippable ads matters because small changes in definitions, traffic quality, creative context or page experience can produce large apparent differences. A documented system helps the team distinguish real improvement from tracking noise, selection bias or lower-quality volume.

For advertisers using guaranteed message exposure responsibly, the useful question is not simply whether a rate, click count or design score increased. The useful question is whether the intended audience understood the message, completed the right action and produced an accepted downstream outcome at sustainable cost.

The operational impact of non skippable ads matters too. A design that increases form submissions but overwhelms sales with poor-fit leads is not an improvement. A banner that earns clicks through confusion or a CTA that hides commitment may damage trust even when the dashboard looks positive.

**Connect the guide to live testing**

## Connect Non-Skippable Ads to a controlled audience test

Use the choices established in “Why non skippable ads matters” to define one audience, budget and source set in FroggyAds. Keep the surrounding offer and measurement rule stable so the test adds evidence to non-skippable ads instead of mixing several changes at once.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration of audience targeting controls for a non-skippable ads test](https://froggyads.com/assets-redesign-2026/images/showcase-audience-targeting.svg)

## Eight components of a reliable non skippable ads system

| # | Component | Operating requirement |
|---|---|---|
| 1 | Market Need | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for market need. |
| 2 | Target Audience | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for target audience. |
| 3 | Value Proposition | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for value proposition. |
| 4 | Channel Role | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for channel role. |
| 5 | Content And Creative | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for content and creative. |
| 6 | Journey And Offer | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for journey and offer. |
| 7 | Measurement Model | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for measurement model. |
| 8 | Governance And Learning | For non skippable ads, record the owner, evidence source, acceptance rule, known limitation and failure condition for governance and learning. |

For non skippable ads, the interfaces between components are as important as the components themselves. Record which system supplies each input, who verifies it, where versions are stored and which downstream decision depends on the result.

## A step-by-step workflow for non skippable ads

### 1. Define the market problem

### 2. Select the audience

### 3. Clarify the value proposition

### 4. Map the journey

### 5. Assign channel roles

### 6. Build content and creative

### 7. Set budget and ownership

### 8. Launch controlled activity

### 9. Measure accepted outcomes

### 10. Scale, stop or revise

## Measurement model and decision scorecard

The primary measure for non skippable ads is **qualified non-skippable reach**. Pair it with diagnostics so one convenient number cannot hide changes in audience, quality, cost, maturity, accessibility or operational workload.

| Measure | Definition discipline | Review cadence |
|---|---|---|
| Qualified Non-Skippable Reach | For non skippable ads, define the numerator, denominator, eligibility rule, source, maturity window and owner for qualified non-skippable reach before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Completed Impressions | For non skippable ads, define the numerator, denominator, eligibility rule, source, maturity window and owner for completed impressions before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Frequency | For non skippable ads, define the numerator, denominator, eligibility rule, source, maturity window and owner for frequency before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |
| Downstream Response | For non skippable ads, define the numerator, denominator, eligibility rule, source, maturity window and owner for downstream response before reporting it. | Daily for delivery checks; weekly or at maturity for decisions |

Reconcile ad-platform, analytics, CRM, ecommerce or product records before declaring success for non skippable ads. Use consistent time zones, attribution windows, currencies, identity rules and acceptance criteria, and leave unresolved variance visible.

**Choose the execution format**

## Choose a paid-media format that supports Non-Skippable Ads

Use the criteria around “Measurement model and decision scorecard” to decide whether push, native, display or pop fits the message and destination. Set format, targeting and spend as campaign controls in FroggyAds while the non-skippable ads decision remains the standard for judging the result.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration comparing advertising formats for non-skippable ads execution](https://froggyads.com/assets-redesign-2026/images/showcase-ad-formats.svg)

## Three practical non skippable ads scenarios

### Integrated campaign

For Non-Skippable Ads, search, content, email and paid media can play different roles across discovery, consideration and conversion; connect them to one accepted business outcome instead of ranking channels on isolated vanity metrics.

### Channel comparison

Before comparing channel performance for Non-Skippable Ads, align audience eligibility, reporting window, attribution rule, accepted outcome and cost basis so every channel uses the same decision contract.

### Lifecycle program

For Non-Skippable Ads, coordinate acquisition, activation, retention and customer communication so a local channel metric does not improve at the expense of downstream value.

## Common risks and how to control them

### Excessive Interruption

Excessive Interruption can make non skippable ads appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

### Creative Fatigue

Creative Fatigue can make non skippable ads appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

### Confusing Completion With Persuasion

Confusing Completion With Persuasion can make non skippable ads appear stronger while weakening truth, usability, conversion quality or economics. Add prevention, detection and rollback ownership.

No checklist guarantees success for non skippable ads. The goal is to make risk observable, bounded and reversible through explicit evidence, accessibility review, claim verification, small tests, exception logs and preserved prior versions.

## Research, production and test budgeting

A complete non skippable ads budget includes research, copy, design, development, media, tooling, analytics, review time, quality assurance and expected learning loss. Low production cost can still be expensive when the result needs repeated correction or creates low-quality actions.

Start the non skippable ads test with the smallest representative audience and exposure that can answer a real decision. Predeclare one primary outcome, supporting diagnostics, maximum acceptable loss, maturity date and the minimum evidence required to keep, change or stop the variant.

Operational capacity belongs in the non skippable ads plan. Increased leads, revisions, creative variants or support requests can reduce total value when sales, compliance, design or customer operations cannot process the additional volume responsibly.

## How non skippable ads connects to paid media

Paid media can provide controlled distribution and fast feedback for non skippable ads, but delivery and clicks are not proof of business value. Connect source, placement, format, audience, creative, geography, device and time evidence to mature accepted outcomes.

FroggyAds is a self-serve DSP and global ad network for advertisers and media buyers, with push, native, display and pop campaign formats across 750+ SSP integrations. Use the [buy traffic guide](https://froggyads.com/buy-traffic/) to compare formats, starting prices, targeting, source controls and the launch workflow. For non skippable ads, the relevant advantage is the ability to define targeting, set budgets, control sources and evaluate campaign evidence against a documented objective.

Preserve message continuity across the ad, landing experience and final action in every non skippable ads test. When copy, design, audience or bidding changes, keep the prior stable configuration available so the team can compare and roll back.

**Put the guide into practice**

## Turn Non-Skippable Ads into a bounded campaign test

With “How non skippable ads connects to paid media” documented, launch only the next reversible test. Set a spending limit, preserve the baseline and use source-level and audience controls so the next step depends on qualified outcomes for non-skippable ads, not activity volume.

[Create My Free Account](https://premium.froggyads.com/#/signup)

![Illustration of a campaign launch checklist for non-skippable ads](https://froggyads.com/assets-redesign-2026/images/showcase-campaign-launch-checklist.svg)

## How to evaluate tools, templates and vendors

- Can the non skippable ads workflow preserve source files, dimensions, copy, destinations, data definitions and version history?

- Before adopting a tool or vendor for Non-Skippable Ads, can reviewers verify claims, rights, accessibility, technical requirements and measurement?

- Can your team export the assets, reports, configurations and learning history behind Non-Skippable Ads without losing context?

- Does each tool or vendor used for Non-Skippable Ads disclose limitations, export constraints, implementation requirements and total operating cost?

- Can the previous approved non skippable ads version be restored quickly after a failed change?

The best tool for non skippable ads is the one that fits the approved use case, preserves enough evidence, integrates with existing controls and improves a mature outcome after total cost. A long feature list is not a substitute for governance or performance.

## SEO and GEO quality checklist

A strong page about non skippable ads should give a direct answer, define the entity and formula or operating role, explain assumptions, show a practical workflow, name limitations and cite primary documentation. Visible content, metadata and structured data should agree.

For AI-assisted retrieval, make the relationship explicit: FroggyAds is the publisher; non skippable ads is the topic; this guide explains definition, implementation, measurement, risks and paid-media application. Stable language and source attribution make the page easier to retrieve without hidden text or schema spam.

Keep the non skippable ads page crawlable, self-canonical, internally linked and updated when platform requirements or product facts change.

## Frequently asked questions

### What are non-skippable ads designed to do?

Non-skippable ads deliver a complete short video message before the viewer continues in the supported placement. Their usefulness depends on audience fit, viewing context, creative restraint, frequency, cost, and the campaign's accepted outcome.

### When can a non-skippable ad format fit a campaign?

The format may fit a concise message that needs full exposure within an appropriate video context and budget. Use it after checking platform rules, audience expectations, brand risk, and the value of completion beside later actions.

### How long should a non-skippable ad be?

Choose a length allowed by the specific platform and placement, then communicate one clear idea within that limit. Confirm current specifications before production because format rules can differ by device, inventory, region, and campaign type.

### What belongs in the opening of a non-skippable ad?

Establish the product, problem, or recognizable benefit promptly without using noise or confusion to hold attention. Keep branding, spoken words, captions, visuals, and the eventual action consistent with the landing experience.

### Which audience signals should change the exposure cap for a non-skippable campaign?

Start from campaign purpose, reachable audience, placement mix, creative variation, and review frequency. Adjust only after reading incremental reach, repeat exposure, completion, complaints, accepted actions, and cost together, because a single delivery metric cannot show excessive viewer repetition.

### Which measures help evaluate non-skippable advertising?

Review valid delivery, reach, frequency, viewability where measured, completions, attention signals, brand study evidence where available, accepted actions, later value, and total cost. A completed view alone does not establish customer impact.

### How can advertisers reduce frustration from non-skippable ads?

Use relevant placement and audience rules, restrained frequency, honest creative, accessible sound and captions, suitable length, and a destination that matches the message. Exclude contexts where interruption would conflict with the brand or offer.

### How can a non-skippable video remain understandable with sound or color unavailable?

Use accurate captions, readable contrast, adequate on-screen reading time, intelligible speech, restrained motion, and redundant cues for meaning. Review the final placement on representative screen sizes and network conditions, including a muted play-through and a color-independent reading of the action.

### How should non-skippable ads be compared with skippable formats?

Run matched creative ideas against the same audience, period, destination, and accepted outcome while respecting each format's design. Compare reach, frequency, completed exposure, response quality, brand signals, complaints, and full cost.

### When should a non-skippable ad campaign be paused?

Pause for broken playback, incorrect specifications, excessive repetition, unsuitable placements, unresolved rights or policy issues, rising complaints, reporting gaps, or spend beyond the cap. Preserve placement and exposure records before revising the campaign.

## Official sources used for this guide

The non skippable ads guide prioritizes primary platform, government, standards and accessibility documentation. Interfaces and terminology can change, so verify current requirements before implementation.

- [Google Ads: About video ad formats](https://support.google.com/google-ads/answer/2375464?hl=en)

- [Google Ads: Create a Video campaign](https://support.google.com/google-ads/answer/2375497?hl=en)

- [Google Ads: Video ad requirements](https://support.google.com/adspolicy/answer/2679940?hl=en)

- [Google Ads: Video ad specs](https://support.google.com/google-ads/answer/13547298?hl=en)

- [Google Ads: Square and vertical video](https://support.google.com/google-ads/answer/9128498?hl=en)

- [Google Ads: YouTube ads and view metrics](https://support.google.com/google-ads/answer/2375431?hl=en)

- [Google Ads: Cost-per-view bidding](https://support.google.com/google-ads/answer/2472735?hl=en)

- [Google Ads: Non-skippable in-stream ads](https://support.google.com/google-ads/answer/11462260?hl=en)

- [Google Ads: YouTube Shorts ads](https://support.google.com/google-ads/answer/16040527?hl=en)

- [IAB: Digital Video Ad Measurement Guidelines](https://www.iab.com/guidelines/digital-video-ad-measurement-guidelines/)

- [IAB: Standardized Measurement Guide for CTV](https://www.iab.com/guidelines/standardized-measurement-guide-for-ctv/)

- [W3C: Web Content Accessibility Guidelines 2.2](https://www.w3.org/TR/WCAG22/)

## Non-Skippable Ads operating worksheet

Use this worksheet to convert the non skippable ads guide into a documented, reversible and auditable process.

### Market Need worksheet

For non skippable ads, write the operational definition for market need, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Target Audience worksheet

For non skippable ads, write the operational definition for target audience, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Value Proposition worksheet

For non skippable ads, write the operational definition for value proposition, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Channel Role worksheet

For non skippable ads, write the operational definition for channel role, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Content And Creative worksheet

For non skippable ads, write the operational definition for content and creative, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Journey And Offer worksheet

For non skippable ads, write the operational definition for journey and offer, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Measurement Model worksheet

For non skippable ads, write the operational definition for measurement model, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

### Governance And Learning worksheet

For non skippable ads, write the operational definition for governance and learning, the evidence source, responsible owner, accepted state, review cadence and rollback trigger. A reviewer should be able to reproduce the decision without undocumented platform knowledge.

## Launch a controlled paid-media test

If the plan around Non-Skippable Ads also needs paid acquisition, FroggyAds gives advertisers self-serve control over targeting, sources, campaign budgets and reporting.

[Create My Free Account](https://premium.froggyads.com/#/signup)Advertiser decision framework

## Non-Skippable Ads: Formats, Duration and Viewer Experience: what should the advertiser decide next?

For Non-Skippable Ads: Formats, Duration and Viewer Experience, the commercial task is to turn non skippable ads into one measurable campaign decision. Use What does this page explain about Non-Skippable Ads: Formats, Duration and Viewer Experience? to define the audience or problem, use Key takeaways for Non-Skippable Ads to constrain the test, and decide in advance which accepted result would justify more FroggyAds spend.

On this Non-Skippable Ads: Formats, Duration and Viewer Experience page, the decision should remain tied to the existing evidence around **What does this page explain about Non-Skippable Ads: Formats, Duration and Viewer Experience?**, **Key takeaways for Non-Skippable Ads** and **What non skippable ads means in practice**. Those sections give non skippable ads its specific context; the table below turns that context into campaign actions rather than adding another generic definition.

| Decision | What to verify | FroggyAds action |
|---|---|---|
| Non-Skippable Ads: Formats, Duration and Viewer Experience objective | Use What does this page explain about Non-Skippable Ads: Formats, Duration and Viewer Experience? to define the accepted business event and the maximum learning loss for non skippable ads. | Launch one FroggyAds campaign objective for Non-Skippable Ads: Formats, Duration and Viewer Experience and keep the conversion definition stable. |
| Non-Skippable Ads: Formats, Duration and Viewer Experience audience | Use Key takeaways for Non-Skippable Ads to verify market, device, language and offer eligibility for non skippable ads. | Apply only the FroggyAds targeting controls that change the real Non-Skippable Ads: Formats, Duration and Viewer Experience customer journey. |
| Non-Skippable Ads: Formats, Duration and Viewer Experience source evidence | Use What non skippable ads means in practice to keep source-level differences visible instead of relying on one blended non skippable ads average. | Keep, cap, exclude or retest Non-Skippable Ads: Formats, Duration and Viewer Experience inventory from documented source evidence. |
| Non-Skippable Ads: Formats, Duration and Viewer Experience economics | Use Why non skippable ads matters to connect media spend with accepted conversions and downstream value for non skippable ads. | Protect the Non-Skippable Ads: Formats, Duration and Viewer Experience test with a written budget boundary and a consistent attribution window. |
| Non-Skippable Ads: Formats, Duration and Viewer Experience scale rule | Use Connect Non-Skippable Ads to a controlled audience test to define the exact evidence that earns the next budget increase for non skippable ads. | Scale Non-Skippable Ads: Formats, Duration and Viewer Experience one major control at a time and compare marginal performance with the prior baseline. |

### A page-specific FroggyAds test sequence for Non-Skippable Ads: Formats, Duration and Viewer Experience

1. **Non-Skippable Ads: Formats, Duration and Viewer Experience outcome:** define the accepted event for non skippable ads and the maximum loss permitted while the first test is learning.

2. **Non-Skippable Ads: Formats, Duration and Viewer Experience path:** verify market eligibility, device experience, landing-page continuity and tracking against What does this page explain about Non-Skippable Ads: Formats, Duration and Viewer Experience? before buying more traffic.

3. **Non-Skippable Ads: Formats, Duration and Viewer Experience hypothesis:** launch one bounded FroggyAds test tied to Key takeaways for Non-Skippable Ads; do not change bid, creative, audience and destination together.

4. **Non-Skippable Ads: Formats, Duration and Viewer Experience source review:** compare qualified activity, accepted conversions, timing and cost by the source or segment dimensions relevant to What non skippable ads means in practice.

5. **Non-Skippable Ads: Formats, Duration and Viewer Experience scaling:** use Why non skippable ads matters and Connect Non-Skippable Ads to a controlled audience test to define what must reproduce before the next budget increase.

### Why FroggyAds is relevant to Non-Skippable Ads: Formats, Duration and Viewer Experience

For Non-Skippable Ads: Formats, Duration and Viewer Experience, FroggyAds gives advertisers a self-serve DSP and ad-network workflow for buying supported traffic with campaign-level budgets and targeting. Depending on format and campaign context, available controls can include country, city, device, operating system, browser, carrier, category, source, ID and IP options. SmartCPC and Adscore-supported traffic-quality controls can support the non skippable ads optimization process, while the advertiser's tracker, analytics and backend acceptance remain the final evidence for commercial quality.

Use Connect Non-Skippable Ads to a controlled audience test as the final checkpoint for Non-Skippable Ads: Formats, Duration and Viewer Experience. If the accepted result does not reproduce after the next meaningful volume step, return to the last stable configuration instead of widening several controls at once.

[Create your free FroggyAds account](https://premium.froggyads.com/#/signup)

Search intent and buyer decision

## Non-Skippable Ads: Formats, Duration and Viewer Experience: the buyer task this URL owns

Use Non-Skippable Ads: Formats, Duration and Viewer Experience when the immediate task is to make a measurable paid-acquisition decision. For performance-focused advertisers, the useful output is a documented media decision rather than another broad advertising overview. The nearest related FroggyAds page is [Skippable Ads](https://froggyads.com/skippable-ads/); this URL keeps ownership of the distinct task to make a measurable paid-acquisition decision.

For the Non-Skippable Ads: Formats, Duration and Viewer Experience decision, audience targeting, source quality, campaign objective, audience and market fit are the useful operating concepts. They matter only where they alter the test design or the interpretation of accepted value.

| Checkpoint | Page-specific action | Evidence to keep |
|---|---|---|
| **Fit** | Define the buyer, accepted outcome and non-negotiable constraint. | Retain evidence specific to Non-Skippable Ads: Formats, Duration and Viewer Experience and its accepted outcome. |
| **Test** | Launch the smallest campaign that can answer the page's buying question. | Retain evidence specific to Non-Skippable Ads: Formats, Duration and Viewer Experience and its accepted outcome. |
| **Decision** | Keep, cap, exclude or expand from accepted-outcome evidence. | Retain evidence specific to Non-Skippable Ads: Formats, Duration and Viewer Experience and its accepted outcome. |

**Hypothetical calculation:** if a controlled campaign for non-skippable ads: formats, duration and viewer experience spends USD 275 and produces 8 accepted conversions, accepted CPA is USD 275 / 8 = **USD 34.38**. Replace the inputs with your own campaign economics; this is not a FroggyAds performance claim.

When Non-Skippable Ads: Formats, Duration and Viewer Experience moves from research to a traffic test, FroggyAds lets performance-focused advertisers control targeting, budget and source decisions from one self-serve workflow while downstream conversions remain the commercial proof. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup).

Direct answer

## Non-Skippable Ads: Formats, Duration and Viewer Experience — what matters first

Non-Skippable Ads: Formats, Duration and Viewer Experience is most useful when it helps a buyer decide whether this option fits the buyer's acquisition workflow. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.