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Why Publishers Are Now Scrambling for Viewable Impressions Audits

If you’re an online publisher, what’s likely got you scrambling now is the IAB/4A’s/ANA timeline for viewable impressions: starting Q1, parallel reporting begins. Not only will publishers be expected to report served impressions the same way as the past decade—publishers will be expected to report in parallel for viewable impressions: ads that appear in the viewport of the consumer’s screen for at least one second (though the tentative one second guideline could change).
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3 Things Facebook Must Do To Succeed

Many advertisers like Facebook, but it’s time for deeper analytics. Facebook has been reticent to invite traditional online tracking onto the company’s advertising platform. Why? Because online ad tracking is fundamentally broken. View-through pixels are not a standard on Facebook, and measurability has often been limited to on-site Facebook activity.
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AdExchanger: Viewable Impressions And iFrames: Protecting Your Blind Side

“At the worst possible time, the digital marketing measurement business is again showing inconsistencies. The issue this time is the matter of “viewable impressions,” and C3 Metrics is taking issue with the information released by comScore regarding their research on viewable impressions. comScore’s study of 12 big brands revealed that 31% of the 1.7 billion ad impressions were never in view. The issue is that comScore is taking 12 big brands with huge budgets, and then sampling them on premium sites only. It would be nice if real companies could buy, plan and measure media that way. But it’s not reality. It’s like calling Palo Alto, CA and Greenwich, CT a true representation of America. Not accurate, and not projectable for the large majority of advertisers