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Stop Putting All Your Focus On Viewability

“[E]ven if ‘straight guy between ages of 18 and 55 who plays games on his phone’ does fit your profile for ‘Game of War,’ it shouldn't take three months to figure out that I'm never going to click through, no matter how many times you show me Kate Upton,” writes Advertising Age in a commentary on viewability, ripping buyers and sellers alike for “arguing over something so basic” while other important components of advertising -- such as targeting, tracking and strategy and content -- are falling by the wayside.

“In the digital and mobile spaces, what I'd rather see marketers and publishers focusing on is addressing the problems with targeting and tracking. If you're following me around and scraping my data, you should be serving me better ads,” the post adds.



Read the whole story at Advertising Age »

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