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;