Does the adage “you get what you pay for” ring true when it comes to online video advertising?
Although advertisers are often keen to drive down the prices they pay in a world now threatened by fake views, TubeMogul CEO Brett Wilson warns that logic could be detrimental.
“We get a lot of information requests – ‘Can we buy pre-roll, only on targeted audiences, only viewable, only at $10 CPMs?’,” he says. “No, of course you can’t.
“There’s unnatural price pressure – often, if the advertiser spends just a little bit more, the quality goes up, the effective pricing goes down.”