SEVILLE — Last year, the advertising industry freaked out after hearing that a large proportion of ads being served to consumers were not even feasibly viewable.

Now software platforms are helping to identify the “viewability” of ad inventory. But we’re hearing more ad-tech execs begin to call viewability mere “table stakes”. So what’s next?

Integral Ad Science’s chief revenue officer Michael Iantosca thinks it will be about more granularity and more performance.

“A lot of people focus on viewability,” he tells Beet.TV. “But how do you go beyond just the measurement of viewbaility to how it actually affects performance and drives business results?

“How does viewability relate to business results… not just viewability in a page or placement level, but tying that back to a consumer, measuring their entire experience with the advertising, ultimately finding out what’s the optimal amount of time in-view that person has to have with that ad in order to drive some type of metric?”


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville.