For the buy side, the only fair way to measure mobile ad impressions is when they’ve actually rendered on a device. Otherwise, advertisers might be getting taken for a ride by publishers using different methods of counting, said Richy Glassberg, CEO of Medialets, a mobile ad platform and mobile ad server that’s been under WPP […]
If an ad isn’t seen, that ad shouldn’t be counted. That’s Facebook’s position on viewability in a nutshell. As the debate around viewability swirls, Facebook outlined its point of view in a blog post Wednesday. “It doesn’t make sense for advertisers to count impressions that never enter a person’s viewable area,” said Brad Smallwood, Facebook’s VP of measurement […]
Google’s offering in the ad viewability space has scored third-party accreditation from the Media Ratings Council. Google joins others who have wended through the MRC’s approval process – the respective viewability products from comScore, Double Verify and RealVu have been approved – so Google does not stand alone. But given its expansive relationship with marketers, […]
As competition for brand campaign dollars heats up in the video space, Adap.tv has introduced its version of the “viewable impression” for streaming media with the introduction of its Certified Viewability feature, which promises to verify whether a video placement has been seen in real-time and blocks impressions that do not appear to the user. […]
The Interactive Advertising Bureau, Media Ratings Council, and other associations recently completed a study of viewable impressions conducted with 17 advertisers across 12 agencies that encompassed roughly 3 billion impressions. The MRC aggregated and analyzed the data, and released a handful of nuggets publicly. Jessica Sanfilippo, Group Media Director with participating agency 360i, discussed some details of the […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jessica Sanfilippo, group media director at 360i. Below the fold, partial ad loads, and other related (and unwanted) occurrences on the island of misfit banners are the digital equivalents […]
Ask a random digital ad buyer how she feels about the shift to a Viewable Impression standard and you’re likely to get an upbeat response. But she may not realize the efficiency and cost savings that come from buying only in-view ads can mask a significant problem on the reporting side. The issue is this: […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mark Hughes, CEO of C3 Metrics. It was a Michael Lewis book before it was a Sandra Bullock movie. Published in 2006, “The Blind Side” stated very elegantly what most football […]
Google has upped the ante in display ad measurement with products in two categories that appear to be gaining traction with large brand advertisers. The new technologies enable campaign reporting based on “viewable” impressions and GRPs, and are baked into DoubleClick’s ad management suite as part of a new product initiative called Brand Activate. The […]
