Industry Experts Share 4 Truths About Viewability
Our Guide to Media Transparency is an ongoing series highlighting the challenges facing digital media. Through a variety of white papers, industry interviews and infographics, we’ve discussed topics including ad fraud, programmatic buying, viewability, ad blocking and more.
The quotes from industry leaders are some of the most insightful and valuable parts of the series. Here’s a look at what our interviewees had to say about the topic of viewability.
We don’t believe viewability is transparent because it doesn’t prove attention. We believe an attention buy is transparent. If you tell your clients that an ad has been viewed for X number of hours, that is true transparency and that’s the model we’re focused on.”
The industry says we’re all on the same page, but we have clashing objectives because publishers need to monetize their websites and not all of the websites are exclusively represented. It’s impossible to have high viewability at the current pricing model. They need to redefine how to price based on viewability and allow publishers to actually run their business. No publisher is going to cannibalize their revenue stream by 50 percent just because the industry says they want it.”
There has been a lot of positive momentum with viewability standards. Viewability standards are helping drive up the value of ad impressions and performance of the campaigns. But we still have a lot of work to do to cut down on latency, standardizing measurement tools and making ad servers smarter.
The biggest opportunity is to continue to hammer out what, from a user’s point of view, constitutes a viewable impression of any kind of media. We need to continue to force those conversations to a conclusion where everybody's not quite happy. If one group is very happy and another one isn't, that's not a perfect deal. But if everyone comes away from the negotiating table a little bit unhappy, we're probably pretty close to something that works.
Interested in Learning More?
If you’d like more information about this series or other digital media education content, please contact Rachael Battista. Peruse our full library of industry interviews, white papers and case studies on our website and learn more about our digital verification services. Please share our series on Twitter or LinkedIn using the hashtag #TransactwithTrust and our handle @auditedmedia.