When it comes to viewability, “standards are the problem,” according to Greg March, CEO of boutique agency Noble People.
That’s because “anything in the ballpark of what’s available in the market is nowhere near good enough,” March told attendees of OMMA Programmatic Display on Thursday.
Michael Stoeckel, VP of ad revenue operations at The New York Times, didn’t necessarily disagree.
At least on the billing side, more standards equal more problems, Stoeckel said. Rather, the goal should be getting to a point in the industry where the “impression itself is inherently viewable,” according to Stoeckel. Otherwise, he added, scale is impossible.