GroupM’s Gotlieb: “We Refuse to Accept the IAB’s Viewability Standard”

FORT LAUDERDALE  –  If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to account things like viewability and bought […]


Publishers Shifting To Improve Experience: Xaxis’ Schlickum

Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking. One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec. “Publishers are being more responsible […]


How GroupM Establishes Trust With Private Marketplaces

When it came on to the scene, so-called “programmatic” advertising was all about real-time bidding in open online marketplaces. That meant advertisers often didn’t know where they were buying ads – a far cry from the old days of manual display sales. Over time, the industry has evolved to ringfence sections of the web in to […]


Viewability Is A ‘Baseline’ For Buying Ads: Moat CEO

Advertising fraud has grown up as one of several scourges that ad buyers are now worrying themselves with in the digital age. But ad fraud detection technologies mean that advertisers have every right to expect the ads they bought are really viewed by real people, says one exec. Moat CEO Jonah Goodhart tells Beet.TV, in […]


Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg

COLOGNE — As an acronym, it doesn’t seem to make any sense. But “IVT” (that’s “invalid traffic”) is now the new industry jargon for what had been called “non-human traffic”, the scourge of online ads being triggered to defraud advertisers using fake views. The Media Ratings Council this summer put together guidelines for tackling the problem, […]


Ad Buyers Need Standardized Viewability Metric: Teads’ Daily

CANNES — When the Media Ratings Council specced out what truly constitutes a “viewable” ad impression, in a world increasingly falling victim to fraudulent ads, ad buyers rejoiced. And then the whole system began fragmenting. Now, it seems, some customers are getting confused about which viewability trackers are right. “As viewability becomes more and more a transitionary […]


Video Ad Trust Is A Mess: Coull CEO Watkins

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a pickle, says one video ad tech boss. “There’s a lack […]


Viewable Ads Are Up By 30%: GroupM’s Montgomery

AUSTIN — If you believe some of the shocking stats over the last 18 months, close to half of online ads sold may not even technically be able to be viewed by human users. Since then, industry bodies have taken great strides to iron out the problem, whilst ad tech vendors are selling ad buyers on “viewability” solutions. GroupM […]


Viewability Is Stepping Stone To TV-Style Online Ad Pricing: MRC

The Media Ratings Council says it started tackling the question of whether online ads are truly viewed by consumers or not in order that online ads can be priced similar to analog ones. “We see it as a stepping stone to a means to another end – an audience based currency on GRPs (gross rating points, […]


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 disparities of 30-40 percent between […]


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 – at least, if you […]


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 look at the top  top […]


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 viewable impression,” Jane Hong, Google […]


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 Fulgoni. In this video interview […]


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 of ad buying and selling […]


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. “We’re creating a standard in […]


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 DMEXCO for Beet.TV. “A lot […]


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 good actors working to eliminate […]


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 market has come to believe […]


Google Rallies Fight Against Bots In Ad Fraud ‘Arms Race’

Recent revelations that many online ad impressions – perhaps 40% – are prompted by internet bots defrauding ad buyers has spooked the industry. Now Google  wants to go to war with the bots. “The surge of non-human traffic … is really taking the entire industry by storm,” Americas media platform sales head Jay VanDerzee tells Beet.TV. “This, […]

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