Publishers welcome a new era of viewability, Digiday
The digital ad ecosystem hasn’t been kind to advertisers looking for accurate measurements of their campaign reach. Depending on whom you ask, anywhere from 30 to 50 percent of ads served aren’t actually seen. As a result, many advertisers are pushing for a system where they can have a true sense of how many eyeballs are actually exposed to their output.
On Monday, the Media Rating Council, which decides standards for media audience measurements, determined that an ad is only “viewable” if at least 50 percent of it is seen for at least one second. While the move seems incremental, it’s key because it’s the first time the industry has settled on a single measurement for viewability.