Viewability

This category contains 15 posts

People of Ad Tech: Trust Metrics CEO Marc Goldberg

Trust Metrics CEO Marc Goldberg tells WIT Strategy Partner Bill Brazell that advertisers should implement rules for their media teams in order to encourage logic over data craziness. Goldberg says too many advertisers are aiming only at viewability, and the bad guys know it. Look at the environment first, he says — and only then… Continue reading »

People of Ad Tech: Trust Metrics CEO G. Scott Tomlin

Expanding on a recent column, Trust Metrics CEO G. Scott Tomlin tells WIT Strategy Partner Bill Brazell that the phrase “premium publishers” does not convey the certainty one might expect. Scott’s company combines tech and human solutions, looking well beyond viewability, to determine whether a site’s users will develop a positive association with ads that… Continue reading »

Does Video Always Have to Be Short-Form?

When brands think about digital video, they tend to think :30s or even :15s. But are they selling long-form video content short? The obvious appeal for videos of shorter length is their potential for higher viewership within paid media channels, mainly due to the likelihood of short-form videos being watched through to completion, and maintaining… Continue reading »

Avoiding Pitfalls When Setting A Viewability Standard

Viewability, ad fraud and ad blocking are three things making headlines in the digital ad business recently that make marketers wonder if their ads are being seen at all. Predictably, execs at holding company agencies have blown a lot of hot air over the past year when it comes to a viewability threshold.  Last year,… Continue reading »

Make Ads LEAN? How About We FLATTEN Them?

“We messed up.” – The Interactive Advertising Bureau. “We know.” – Everybody Else. There’s probably a really good book to be written about how the digital ad industry got to this point, where it cluttered up digital media so badly that the industry requires a “Hoarders”-style intervention. Don’t.  Say.  We.  Didn’t.  Warn.  You. It’s a… Continue reading »

Optimizing for Viewability Won’t Fix Display

              If there were any doubts that ad viewability would be the hottest ad tech topic of 2015, they evaporated with recent announcements from Google, the IAB, and the American Association of Advertising Agencies.   On the heels of Google’s December announcement that 56% of ads served on the… Continue reading »

People of Ad Tech: James Curran of STAQ

STAQ CEO and Cofounder James Curran explains why he created a system that automates the collection and aggregation of reporting and line-item information for publishers and marketers, how STAQ cooperates with other systems, and the operational nightmare that can result from the new focus on viewability.

My Media New Year’s Resolutions

It’s that time of year when promises are made to one’s self that portend the improvement of that self. A pledge to forestall the pleasures of the present you in order to benefit the future you. But as always these promises are hard to keep. Either because they are unrealistically ambitious or because they are… Continue reading »

Enough About Viewability, Let’s Talk Fraud

The subject of viewability has created a sense of hysteria in the digital advertising space. Of course, viewability is an issue that requires a solution, but to Tom’s earlier point on this site, the issue we really should be talking about is the fraud that serves as the catalyst and makes these false impressions possible.… Continue reading »

Viewability’s Changing Perception

Could we all stop freaking out about digital ad viewability for a few moments? There’s good reason to freak out this week, but let’s calm ourselves and make some sense of what’s being talked about in the digital marketplace.  Eighteen months ago, viewability was a concern, but the companies making the biggest stink about it… Continue reading »

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