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 […]
DoubleVerify is looking for a home. AdExchanger has learned that the independent verification company recently hired a banker from tech-focused investment firm Pacific Crest Securities. Final bids were due Tuesday, and sources tell AdExchanger the deal price could be somewhere in the $350 million range – a lofty bid, though considerably less than the reported […]
For Vice Media, an edgy, youth-oriented publisher rooted in eccentricity, being brand-safe means giving advertisers enough control over their ad placements to keep the briefs coming. “There’s certain content brands would like to be associated with and certain content they would not,” said Andrew Smith, VP of digital for Vice Media. He noted that much of […]
ComScore will offer viewability and nonhuman traffic detection for free on desktop and mobile, the company said Wednesday. ComScore’s move to eliminate fees on what it terms “baseline” metrics coincides with its launch of a self-serve interface that integrates both its fraud detection and viewability reporting. The product, which was partly built on comScore’s acquisition […]
Oracle’s acquisition of digital ad measurement firm Moat late Tuesday could put pressure on Nielsen to snap up one of the remaining independent measurement companies like Integral Ad Science or DoubleVerify. “How this will impact media currency folks like Nielsen is a bit hard to say,” said Dave Morgan, CEO of Simulmedia, a TV platform […]
Oracle will acquire digital measurement firm Moat extending its marketing and data clouds’ abilities to provide digital advertising analytics to advertising clients and publishers, the company revealed Tuesday. [Read the release]. Deal terms were not disclosed. Moat will join the Oracle Data Cloud, which houses its Datalogix and BlueKai acquisitions. “Moat has grown its attention […]
Facebook will be audited by the Media Rating Council. (Pause for dramatic effect.) The company said Friday in a blog post that it plans to commit to an independent audit by the MRC in order to verify the accuracy of the measurement it delivers to its ad partners. Facebook had reportedly started talking to the […]
Facebook is activating marketing-mix modeling across Instagram, Audience Network and Facebook proper. On Tuesday, Facebook rolled out a portal that lets advertisers pull campaign data for cross-channel measurement. Only aggregated data will be available across ad formats – reach and volume of impressions by week and geographic area. But it represents another chink in the garden […]
Chinese advertisers want viewability standards – but the country’s unique media landscape offers unusual challenges. “There is definitely a growing concern among advertisers here about wasted media budget and the transparency of their media buying,” said Martin Zhang, CEO and founder of Shanghai-based verification firm Adbug. Zhang is also chair of a Mobile Marketing Association China […]
GroupM exec John Montgomery has been to CES for nearly a decade, but this is his first year attending as EVP of global brand safety. So what’s a brand safety guy doing at a consumer electronics show? “To understand brand safety, I need to understand where media is going, particularly new data innovations,” he said. […]
Upscale Las Vegas hotel Aria Resort & Casino wanted to draw a clearer correlation between viewability and video completions, two metrics sometimes at odds for advertisers. And as mobile video became more substantive in its media mix, it also needed to crack the creative demands of smaller screen sizes. When Aria set out two years […]
WPP’s GroupM upended the industry’s mutual viewability standard back in 2014, when it promised to buy only 100% in-view ads for clients. Now it’s created an executive position to enforce that standard in all of its markets as well as to shield clients from a slew of other brand safety issues presented by digital advertising. […]
Nielsen has entered into an open marriage with three viewability providers. The company will now support Integral Ad Science, Moat and DoubleVerify within its digital audience measurement solution, Nielsen Digital Ad Ratings. Although it had a preexisting relationship with Integral Ad Science since 2012, clients have requested support for alternative providers that fit their preferences. […]
Advertisers don’t have a strong enough grip on the technological ecosystem to make informed buying decisions, agreed leaders of several leading ad organizations at AdExchanger’s Clean Ads IO conference. Panelists from the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s) and the Interactive Advertising Bureau (IAB) got on stage in New […]
Keith Pieper, VP of technology at IMM, will be on hand to discuss approaches to viewability testing at the May 24 CLEAN ADS I/O conference in New York. One hundred percent sounds like the best there is – but that’s not 100% true when it comes to viewability. According to separate pieces of research conducted […]
Publisher network and ad tech firm Sovrn bought UK-based viewability company OnScroll Wednesday for an undisclosed amount of cash and stock. Sovrn plans to deploy the technology across the 80,000 publishers in its network, according to CEO Walter Knapp. OnScroll creates highly viewable ad units for publishers by analyzing user behavior patterns. So if a […]
Facebook invited three new third-party ad verification partners into its inner sanctum on Tuesday – further evidence that what the buy side demands, the buy side gets. Integral Ad Science, comScore and Nielsen will now be able to verify viewability and attention metrics for display and video ads on Facebook, including mobile web and in-app. […]
If there’s one thing that ticks off Jim Kiszka, Kellogg’s senior manager of digital media, it’s paying extra for viewable impressions. “I absolutely resent the fact I have to pay more for viewability,” Kiszka said Wednesday at AdExchanger’s PROGRAMMATIC.IO show in San Francisco. “I wish I could have a refund for the last 10 years […]
Shaina Boone will discuss viewability, fraud and supply chain issues on April 14 at PROGRAMMATIC.IO in San Francisco. Talking about fraud and viewability is one thing – but “actually managing it is an entire program,” said Shaina Boone, managing director of marketing sciences at OMD USA, where she helms the analytics practice. Managing advertiser expectations is […]
Beyond the headlines, the drama and all the talk, there’s the daily reality of actually putting viewability into practice. “The questions around how to transact around viewability have been such a big issue for both publishers and advertisers that I think there has been a session in just about every major conference over the past […]
Just because an ad is “in-view,” that doesn’t mean it’s effective. On the contrary, time spent is often a better indicator of ad effectiveness than percentage of pixels in-view on a page. That’s according to a new viewability study from Interpublic Group (IPG) and measurement firm Integral Ad Science. The report, “Putting Science Behind The […]
AskMen is firmly in the pro-platform camp among publishers. The men’s website, born during the dot-com boom, now looks to platforms, not SEO, as a way to gain audience and increase recognition. The king of those platforms is Facebook, where video posts earn the publisher millions of views. AskMen, which is owned by Ziff Davis, […]
The prospect of a viewable CPM (vCPM) standard for digital media buying had publishers running scared a year ago. Now, many are embracing the pricing model, but transacting this way is not without its hurdles. Publishers not only need to defend the value of their inventory to buyers when 20 to 50% of the ads […]
Beyond knowing whether an ad was viewed and for how long, marketers want to verify viewability percentages against key audience segments, which is the basis of a new alliance between Nielsen and Integral Ad Science (IAS). Although the two companies have partnered since 2012, they have now expanded the scope of their relationship to offer […]
Remember when Facebook said it wouldn’t allow independent viewability verification on its properties? And remember when WPP’s GroupM agencies Unilever, Kellogg and others were extremely displeased with that proposition and said they would curtail spending on platforms, including Facebook and YouTube, where third-party viewability tags weren’t welcome? Well, Facebook announced Thursday that it’s planning to […]
Publicis Groupe’s VivaKi will officially release a tool called Quality Index (QI) at the end of this month, designed to streamline inventory sources, manage multiple KPIs and cross-check viewability. QI has been in Beta since late 2014, and will be part of an internal UI called the VivaKi Operating System (VOS) Platform that VivaKi is building […]
Viewability vendors mostly speak the same language – but they don’t always provide brands and publishers with the same results. It’s a major pain point and one that the Media Rating Council (MRC) has been attempting to tackle in a three-part series of reconciliation tests, which began back in 2013, to understand why there are […]
When Better Homes and Gardens refreshed its site last week, it did so with mobile in mind. About 50% of site visits to the Meredith Corp.-owned property happen on mobile devices, which made creating a better consumer and advertising experience on mobile a priority. But desktop got attention too, with both mobile and desktop redesigned […]
The fox can’t guard the chicken run. GroupM is not down with Facebook and Google’s reticence around third-party verification tags. “You can’t measure yourself,” said John Montgomery, COO of GroupM Interaction, North America, speaking at AdExchanger’s Clean Ads I/O conference in New York City on Wednesday. The fact that Facebook is working closely with the […]
