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BizReport : Advertising archives : December 17, 2014

Marketers urged to lower ad viewability expectations

The Interactive Advertising Bureau has issued a new report that calls for a reality check when it comes to online ad viewability.

by Helen Leggatt

Marketers hoping to achieve 100% viewability need to lower their expectations, according to the IAB's 'State of Viewability Transaction 2015' paper. Instead, the IAB recommends that 70% is a more realistic threshold, at least for the time being.

The paper reiterates a statement made in October by the Media Rating Council, the organization charged by the industry with managing the Making Measurement Make Sense (3MS) processes, that it is "unreasonable for advertisers, agencies and publishers implementing viewable impressions as measurement currency to expect to observe viewable rates of 100% in analyses of their campaigns".

According to Randall Rothenberg, president and CEO of the IAB, it is "time to set the record straight about what is technically and commercially feasible", adding that "publishers, agencies, marketers, and ad tech companies can resolve these differences by working collaboratively to make measurement make sense. We won't do it by holding guns to each others' heads".

In the paper the IAB outlines 7 principles it believes will help foster collaboration and build trust. They include billing based on two categories (measured and non-measured), what to do if 70% viewability is not achieved, and that all transactions between buyers and sellers should use Media Rating Council accredited vendors only.

Image via Shutterstock

Tags: advertising, viewability, viewable impression

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