For example, as we get closer to the date when the MRC plans to lift its advisory against transacting on viewable impressions, it's imperative that the marketplace is fully clear in understanding that seeing viewability and being viewable are two different things.
I mean that while there’s broad consensus around the need to have a viewability standard, there is still much work underway to ensure that improved measurability and the technical enhancements needed to ensure that goal are in place. There is still a debate in digital video circles about the precise requirements that should be in the standard.
Thankfully, I’m seeing our communications about this important distinction taking hold.
Courtesy of the 4A’s, I was able to attend a recent briefing by George Ivie, CEO and executive director of the MRC for agency planners and buyers. This group of bright people who are executing digital buys everyday understood that while we see viewability coming -- and coming soon -- the tools are not yet in place to transact on viewability. We have not yet become as fully measurable as we would like, and therefore cannot prove how viewable we are yet.
The planners and buyers in the room recognized why the leaders of their respective agencies have been working with the rest of the ecosystem to secure an orderly transition to viewable display currency. And they are eager to do so themselves, even in the face of client requests for viewability guarantees.
That deep understanding of the shift that is underway with 3MS was gratifying to see. However, it is still incumbent upon all of us involved in the initiative to keep the communication going strong. In that vein, several materials were published last week, and anyone preparing for the switchover needs to review them straight away:
Becoming familiar with these materials will give you:
To our colleagues who have asked for more information and conversation, and to our colleagues who simply have been too busy to follow the developments, I say: Please read up, please listen, and please ask questions! In fact, the IAB is hosting a Town Hall on 3MS tomorrow, and you are welcome to join. We anticipate a capacity crowd, but encourage you to register for the webinar.
All of you are part of this major turning point for the digital arena. Now is the time to get updated and involved.