The advertising industry has made small strides in viewability but still has a long ways to go, especially in measurement of this area, says Mitchell Weinstein, SVP, Director of Ad Operations at IPG Mediabrands, in this interview with Beet.TV. Tracking viewability with mobile video and TV remains challenging, he says.
“We focus on what we can measure – desktop, display and video. Those are the areas where there are accredited vendors that can measure,” he says. Some of the issues marketers face are the discrepancies between vendors, and the advance planning needed as to which vendors and metrics to use. In some cases, a publisher might have an integrated partner it works with so agencies would decide to accept those as metrics of record.
Weinstein also delved into advances in programmatic buying with native ads. These topics were front and center at the recent IAB Annual Leadership conference. Please find Beet.TV coverage of the event here.