If online GRPs become the norm in digital video, then "make goods" will be more likely too when audiences aren't reached, says Brett Wilson, CEO of TubeMogul. Beet.TV contributor Ashley Swartz spoke to Wilson at the Beet.TV Real-Time Buying Leadership Summit at the GroupM offices in New York about the prospect of online GRPs and how they might change the digital ad business.
A digital GRP would simplify the buying process, he says. "Right now there's a lot of selection criteria when you buy digital. There is inventory and ad units and sites and audiences and with a digital GRP, you pick a daypart, you pick the quality of inventory, and then you're buying an audience that's validated, not by the vendor you're buying from, but by the audience validation standard like a Nielsen or a comScore," Wilson says in this video interview. "And you'd get your money back or you get a make good if you don't reach your audience. I think that's likely."
Though Wilson is a fan of adopting online GRPs, he doesn't think digital video needs an upfront because scarcity doesn't exist in digital, as it does in TV, to justify one.
TubeMogul was the sponsor of this event.