Metrics Insider: The Viewability Trio: Ad Ops, Measurement Science, And Research

Throughout the transition to the viewable impression as the core currency of digital advertising, many issues have come up.

One subject that has not been addressed sufficiently, however, is the critical link among ad and/or revenue ops, measurement science, and research.  It is the combination of the skills, talent, and drive of individuals working in these disciplines that enables better measurement.  It is the camaraderie among practitioners that permits the sharing of knowledge, each benefiting from others’ expertise.

A presentation by Mitch Weinstein of IPG Mediabrands at the recent IAB Ad Ops Summit was a perfect example of how these disciplines and people intersect.  In his talk, Weinstein showed a slide with data from IPG Lab demonstrating that a viewable impression as defined by the Media Ratings Council (MRC) is a stepping stone to recall, a key variable in ad effectiveness.  The data comes from controlled tests that include standard display and video.

 

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