John Montgomery, COO of GroupM Interaction for North America put it rather succinctly at AdExchanger’s Clean Ads IO show in June: “You can’t measure yourself.”
Montgomery was referring specifically to viewability, a topic that’s top of mind for Glassberg, a co-founder of the Interactive Advertising Bureau and current chair of the IAB’s mobile measurement committee.
Glassberg is particularly cynical when it comes to the 100% mobile viewability claims that started to pop up after in mid-May a few weeks after the MRC issued its interim guidance on mobile viewability measurement.
“I’m highly skeptical of people making claims around things that the industry has not yet agreed on the definition of,” he said. “People should help the industry move forward rather than making claims that are not substantiated.”
In the same vein, companies like Moat, Integral Ad Science, DoubleVerify and the others will need a mobile viewability standard in place before they can build technology that meets that standard. A full set of mobile standards is expected by the end of the year.
“Until the standard is written, no one can honestly say that they’re really counting it,” Glassberg said. “And be wary of the people who have technology ready the day the standards come out.”