Measure for measure: Are viewability issues stalling the media quality conversation?

Integral Ad Science’s UK managing director Niall Hogan says discrepancies around viewability measurement are holding back discussions on media quality.

Over the first half of this year there was a definite shift in attitude from UK advertisers and agencies who are doing far more to understand media quality concerns. Today, the digital industry as a whole is placing much greater emphasis on viewability (whether ad impressions are in or out of view) as a key indicator of campaign performance.

In the US, the ad industry appears to be a step ahead in how it is approaching viewability; 2015 has seen a growing number of advertisers paying only for viewable impressions and getting closer to using viewability as a trading currency. There have even been moves by global advertisers such as Shell and Unilever to define their own standards for viewability to use as the basis for their digital transactions.

 

Read more: Measure for measure: Are viewability issues stalling the media quality conversation? | The Drum