Viewability

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers. 

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cook The Books Google is warning recipe bloggers to post pertinent information (which is to say, the ingredients and recipe) in visible, accessible parts of their site or risk being down-ranked in search results.  “To me, this seems like some sort of warning […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ghosts In The Machine The rise of machine-learning-powered ad products from Google and Meta is changing the performance marketer’s job from a hybrid creative tactician, media hound and command pilot to, well, someone who just feeds data, text prompts and raw creative assets […]

Even companies that make good-faith efforts to comply with data protection laws can unwittingly end up with front-row seats to the privacy theater.

Google’s protestations about TrueView’s media quality aside, two questions remain: Why is any of this happening, and why is change unlikely in the short term?

The more time the marketplace has to evaluate the Privacy Sandbox – and, particularly, the Topics platform – the worse those platforms will look.

It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.

Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?

Freddie Liversidge, HP’s global head of media, explains the benefits and challenges of building an in-house digital media agency from the ground up.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Retail Wagging The Dog Retail media networks are advertising businesses. Usually. Sort of. For many retailers, the data-driven ad practice serves different purposes. Lowe’s announced new digital products for contractors and other professionals, reports Retail Dive.

As DoubleVerify (DV) aims to make attention metrics a key part of its product mix, it tapped ad industry veteran Daniel Slotwiner to lead its Attention Lab initiative.

DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.

When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.

Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rotem Shaul, CEO at Primis. Since the coronavirus pandemic started, the online advertising ecosystem has experienced two major trends: higher traffic and lower budgets. More supply and less demand has forced many publishers to […]

DoubleVerify purchased Ad-Juster for an undisclosed amount Thursday in an all-cash, all-stock offer. The analytics platform gives publishers a stitched-together view of their programmatic ad performance. “A lot of our work today is with advertisers to maximize their quality and performance,” said DoubleVerify CEO Wayne Gattinella. “Ad-Juster extends our platform to the supply side.” Ad-Juster […]

GIPHY is growing up. The search engine for GIFs is partnering with Oracle Data Cloud’s Moat to measure viewability, ad delivery and invalid traffic for short-form branded content on its platform. The metrics will be baked into the price of media and available for all campaigns and sponsored GIFs starting in Q4 when GIPHY and […]

Footwear brand ASICS is running out of patience with shoddy viewability measurement. “People still continue to buy nonviewable impressions – it’s just crazy,” said Philip Bryant, senior manager of media at ASICS Digital, a subsidiary of the ASICS corporation that’s focused on building, testing and implementing digital technologies for use across the larger org. One of […]

Optimera increases site viewability solely from a publisher’s point of view. The tech optimizes campaigns toward the most viewable placements in real time – key in an era where buyers demand highly viewable ads, but publishers lack the technology to meet these demands in a way that’s sustainable for their businesses. “The market has failed […]

Over-the-top may be the new hotness, but sellers need to prove it before advertisers will really start to bite. On Thursday, Samsung’s advanced TV division, Samsung Ads, said that it’s partnering with Oracle Data Cloud’s Moat to measure viewability and the invalid traffic (IVT) rates for ad delivery on over-the-top inventory across Samsung Smart TV […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Adapting Accenture Interactive will acquire Adaptly, an ad tech and programmatic services company. Terms of the deal were not disclosed, but Adaptly has 150 employees and has raised $13 million in funding. Adaptly should help Accenture Interactive “enable workflow, improve quality assurance and really […]

Brad Stamulis, director of digital marketing at Dish Network, has long called out viewability measurement’s shortcomings – but at AdExchanger’s Programmatic I/O in New York City on Tuesday, he specified the steps the industry needs to take to fix it. Eliminating waste in programmatic marketing is always a challenge when it comes to viewability and […]

Publishers, prepare yourselves for another Facebook organic reach reality check. Starting Monday, Facebook will finally begin measuring organic page reach the same way it measures paid ad reach: based on viewable impressions. This is only a reporting change and unrelated to how organic distribution works on Facebook. Facebook started alerting publishers in early February, but […]

New York Life is in the insurance business – but the brand also has to protect itself. Marketers today have several metrics to juggle in their digital buys: Fraud, viewability and context top the list. But it’s not enough to monitor these metrics; brands need to take action. Natan Cohen, New York Life’s corporate VP of […]

Slideshows have been hurt by growing demand for viewable inventory, as readers rarely scroll down and often click to the next slide before ads load. Topix, which buys traffic to slideshows that rack up tons of page views, was affected by this shift. Four months ago, the site’s viewability hovered around 40%, so programmatic buyers […]

Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT. “Everyone wants to measure [viewability] and they’re giving us VPAID tags, but VPAID doesn’t work in all environments,” said Soo Jin Oh, VP of client strategy for Cox Media’s digital […]

WPP’s media-buying unit GroupM on Thursday unveiled its own global viewability standard for display and video ads on social media feeds. Display ads must be 100% in view for one second before a user scrolls past to count as viewable. Video ads still have to be 100% in view, but can be initiated as autoplay […]

Because 30-50% of direct campaigns on Business Insider transact on a viewable CPM, getting those campaigns to deliver the contracted amount without wasting inventory helps the publisher’s bottom line. Making sure campaigns deliver within those stringent requirements – including 100% viewability – is one of the jobs of Marc Boswell, SVP of revenue operations and […]