Digital Advertising

Digital Advertising

What do we know about online ad viewability? Enough to know that it’s a significant problem.

We know that the American Association of Advertising Agencies (4A’s), the IAB, and the advertisers themselves all want online ad viewability to become a reality. But diagnosing a problem is much simpler than curing it, and on that front the online advertising community still has a long way to go.

Even reaching a consensus about what’s possible has been difficult.

The IAB recently released a “State of Viewability” report, setting 70 percent viewability as the standard that should be expected for online ads in 2015. The 4A’s has reportedly refused to endorse the guidelines, making the argument that brands that pay for, say, one million views, shouldn’t actually be paying for 700,000.

 But the fact of the matter is, even getting to 70 percent viewability is an overly optimistic expectation for many in digital advertising. Whether it’s bot fraud and scam publishers, or more mundane problems like ads failing to load, windows being obscured in the browser, or a user scrolling quickly up or down the page, there still isn’t even a reliable way to judge ad viewability, let alone guarantee it. To continue reading please click the link below;

Source: venturebeat.com

The rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, per a white paper that illustrates the daunting task of handling data and technology
across the marketing and media landscape and shares insights from more than 50 executive thought leaders from advertising, marketing, media, and technology industries.

Nearly one in 10 enterprise marketers work with more than 30 different ad tech tools regularly. The rise of programmatic advertising has created additional pressure on marketers to make audience data actionable, per a white paper released Tuesday.

The white paper — which illustrates the daunting task of handling data and technology across the marketing and media landscape —  shares insights from more than 50 executive thought leaders from advertising, marketing, media, and technology industries. To continue reading and to download the whitepaper please click the link below;

Source: www.mediapost.com

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