Using Time In Real-Time: MRC Accredits WebSpectator Product

How do you create more space for digital ads when consumers are limited to an 11-to-22-inch screen?

Just add some time to it.

WebSpectator, a real-time ad exchange that measures a consumer’s time spent viewing ads, on Wednesday announced it has received Media Rating Council (MRC) accreditation for its “guaranteed time slot” (GTS) advertising metric. The metric was first unveiled at ad:tech New York.

The company has also received MRC accreditation for its viewability offering and variations of its GTS offering. The GTS metric is meant for publishers, and is the first of its kind to be accredited. 

André Parreira, the company's CEO, stated that the accreditation “introduces time as a new dimension for digital media.”

As consumers don’t spend all of their time on a Web page looking at ads, there is only a certain amount of time that each ad is effective. WebSpectator claims to be able to measure -- up to the millisecond -- the "effective time" that audiences spend looking at an ad.

Using this data, publishers can then re-auction inventory that has used up its "effective time." Publishers can multiply the amount of ads served in a single ad slot until the user leaves the page. All of the trading -- even for an ad slot that is being re-sold -- is done via real-time bidding (RTB).

“This tech opens the floodgates for digital brand advertising, which could have big revenue implications for publishers,” a company representative told RTM Daily.

That’s not just wishful thinking. Brasil Telecom-owned ISP iG has used WebSpectator and claims to have seen an increase in digital brand marketing spend as a result. In addition, the company claims it dramatically increased CPMs from $1 - $1.50 to $18 - $20.

It's noteworthy that WebSpectator received MRC accreditation on its first try. In a statement, George Ivie, executive director and CEO of the MRC, called the method of selling inventory “innovative.”

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4 comments about "Using Time In Real-Time: MRC Accredits WebSpectator Product".
  1. John Grono from GAP Research , January 15, 2014 at 5:23 p.m.
    So I assume that this time-based measure is being done server-side as it is accurate "up to the millisecond". If so, then I also assume that the 11 other MediaPost tabs that I have open in my browser while I read this article are also racking up time. Caveat emptor.
  2. Alx Klive from Affinity Media , January 29, 2014 at 6:53 p.m.
    Not correct! The time spent viewing the ad measurement requires cursor activity within the relevant browser tab, in and around the ad.
  3. John Grono from GAP Research , January 29, 2014 at 9:14 p.m.
    Thanks for the clarification Alx. Can you elucidate further on the 'viewing rules' - for example, minimum viewing time with cursor activity, and maximum viewing time without cursor activity. Sounds like it is a browser plug-in.
  4. Alx Klive from Affinity Media , January 30, 2014 at 1:49 a.m.
    I don't know the specific viewing rules although I imagine they are proprietary. We're a publisher partner testing out the system. I do know it uses javascript to track cursor movements, so no plugin is necessary. See http://webspectator.com/ for more details