“The Sell Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Bennett Zucker, senior vice president of revenue platforms, ad operations and data solutions at Ziff Davis, a j2 Global Inc. company.
The most accountable and measurable medium is having another “Whoops, we did it again” moment.
A generation ago, the clickable banner kicked off digital advertising’s long climb to media’s mountaintop. Impressed by our ability to prove performance with this simple mechanism, we enthusiastically bound ourselves to the click as the smart alternative to traditional media’s quaint opportunity-to-see standard. Twenty years later, we are still debating the click’s true value and role.
If we’re not careful, the viewable impression may become this generation’s click: misunderstood and overrated, yet central to valuing the output of an entire industry. But while the click became both a performance metric and key ingredient in digital’s planning and pricing crockpot, the lofty goal of the viewable impression is to be the singular transactional unit upon which billions of media dollars depend for measuring inventory quality and brand engagement, and for pricing, billing and revenue recognition.
Most premium publishers support the principles of viewability. We believe that digital can and must always strive to do more than any other medium to demonstrate to marketers our superior ability to reach and engage target audiences in high-quality environments with great efficiency and at massive scale.