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»viewability standards

Prog IO: VW Is More Than Willing To Pay Higher CPMs For Guaranteed Viewability

If there’s one thing that frustrates Oliver Maletz, Volkswagen AG’s head of international communications and media planning, it’s paying for nonviewable ads. His complaint is a perennial one. Advertisers have been banging the viewability drum for years, but it remains a major pet peeve. “Marketers should not have to pay for an ad that a... Continue reading »
by Allison Schiff // October 16th, 2018 //
»
Advertisers Forgive Facebook Measurement Blunders, But An MRC Audit Is Still Top Priority

Marketers aren’t all that wound up about Facebook’s recurring ad metric errors. Bugs happen, said Alok Gupta, data science manager at Airbnb, speaking at a measurement event hosted by Facebook on Wednesday. “You’re never going to build a perfect system immediately or ever,” Gupta said. “As long as the bugs or problems are identified quickly,... Continue reading »
by Allison Schiff // May 25th, 2017 //
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The MRC Is Cracking Down On Invalid Traffic, But Discrepancy Issue Lives On

Despite ongoing efforts by the Media Rating Council to close the reconciliation gap between vendors, discrepancies continue to haunt viewable impression counts. And there are some who say the MRC is needlessly adding complexity to the process with its reporting requirements. “There’s a lot of slicing and dicing of the data going on,” said David... Continue reading »
by Allison Schiff // January 14th, 2016 //
»
ANA Study: Most Marketers Would Shift Ad Spend Over Lack Of Third-Party Measurement

Six out of 10 marketers would reallocate their media spend if digital media owners failed to supply sufficient third-party measurement, according to new findings from the Association of National Advertisers (ANA). In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working... Continue reading »
by Kelly Liyakasa // November 24th, 2015 //
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