Viewability

IAB’s Rothenberg: The Problem with Viewabilty is the Tech Vendors

While publishers and advertisers are essential in agreement over what constitutes a “viewable” digital advertisement, the technology for measuring ‘viewability” is a big problem, with multiple tech vendors coming with vastly different findings, says Randall Rothenberg, CEO of the IAB in this interview with Beet.TV He says that there are…

Ad Fraud Is Not As Widespread As You Think: comScore CEO

PHOENIX — Over the last year, the reality that many web ads are viewed not by consumers but by automated scripts, or are otherwise out of view, has gained visibility. Some estimates on the topic gloomily suggest the sky is falling over digital advertising. But that’s far from the truth…

Half Of Biggest Publishers Have Viewability Problem: comScore’s Fulgoni

FORT LAUDERDALE — Over the last couple of years, the digital advertising industry has woken up to the problem of fake ad views, in which ads served by a publisher are not really seen by genuine consumers. If you thought “premium” publishers are off the hook, think again… “When we…

Full Video Ad Viewability, We Will Get There, Google’s Jane Hong

FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the…

It’s Basic: Better Ad Viewability Drives Better Sales: comScore’s Fulgoni

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian…

Xaxis Will Use More Private Marketplaces, Less RTB

FORT LAUDERDALE, Fl – Which way is the wind blowing in the “programmatic” ad space? Away from real-time bidding and toward private marketplaces, according to one leading light. The collection of techniques referred to as “programmatic” all essentially mean “automation” but, whilst the phenomenon began with allowing the real-time automation…

IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah….

Total Transparency Can Hinder Ads: Xaxis’ Moore

COLOGNE — Ad buyers are increasingly calling for outright and advance understanding over where they place ads. But, in the data frenzy, you can know too much, suggests WPP’s Xaxis chairman David Moore. “There’s a lot of misconception about transparency,” he tells Videology CEO Scott Ferber in this video interview at…

Advertising Arms Race: ‘2014 Is The Year Of Fraud’

The reality that many of the online ads paid for by advertisers are not really viewed by human users – or, worse, fraudulently viewed by artificial bots – has risen up the industry’s agenda of late. ComScore chief research officer Josh Chasin characterizes it as “arms race”: “You have the…

Online Media Measurement: It’s Not Like Betamax Vs VHS

Over the last couple of years, media measurement’s big titans have both rolled out new ways to quantify online video consumption for advertisers – Nielsen’s Online Campaign Ratings (OCR) and comScore’s Validated Campaign Essentials (VCE). Who will win? That’s the wrong question to ask, says an exec from the comScore side. “The…