Today’s column is written by Chris Stark, senior vice president of product marketing at Grapeshot.
There’s a fair amount of debate regarding display and video viewability standards now being transacted in the marketplace and it’s not surprising that as an industry we are not seeing the forest for the trees.
In order to better benchmark ad effectiveness, there is a desire for broad agreement on the degree of exposure a digital ad gets on a given screen. The real debate is as much about the methods by which exposure is measured and certified as it is about the threshold itself. Surrounding the issue is a general wariness that the current “standard” may gain irreversible traction because it facilitates ad buying today, despite its potential flaws.
While the debate is a valid one, I’m hopeful that the discourse will not get stuck on the narrow scope of viewability standards. We need to get back to asking what ad tech can offer brands to make metrics more relevant and useful.