Marketers should be asking publishers to ensure they can demonstrate viewability
There is also an overarching issue on ad verification that I’d like to address here that I presented at ABC Interaction last month and that doesn’t seem to have been covered much in the trade press: the fact that it is not possible to track viewability on some media owners at all in the UK. Just looking at display, several of the most high-profile media owners as well as quite a significant number of the medium and smaller media players have yet to enable this capability.
Think ahead just a few years and there will, of course, be significant further innovation and formats needing to be brought into the fold of industry standards, and the standards themselves will need to evolve. My call is for all media owners to work proactively with the industry on standards and verification companies to ensure all their inventory is verifiable. That they accept advertiser tags as well as having VPAID and VAST enhanced capability. As marketers, we too should be aware of the issues and should be asking publishers to ensure they can demonstrate viewability.