Commentary

A View With Some Room (For Interpretation)


That’s what UM’s Yvonne Abt suggested is the real standard sunding the state of online ad “viewability.”

Abt, responding to a question by opening OMMA RTB panel moderator about whether the industry has actually arrived at a viewability standard, Abt said it was more a “supposed to be” standard than an actual standard.

“Speaking for myself and my peers, that’s not necessarily the case,” she conceded, adding that agency execs like herself have gotten “part of the way there” in static display, not so much in “video and other inventory.”

One of the problems, added fellow panelist, MediaMath’s Edwin Lee, is there doesn’t seem to be a standard within the industry’s standard. Even though the Media Rating Council has audited a number of viewability analytics firms and their processes, and come up with minimum industry standards (one second for static display, two seconds for video), the reality is they are all over the place.

He referred to one recent study comparing two viewability analytics methods evaluating the same impression: One had 38% viewability, another had 88%... It’s kind o all over the board from a technology perspective.”
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