IDG Communications recently partnered with Google to become one of the first publishers to offer 100% ad viewability, giving advertisers a powerful tool to support the value of their media
spend.
The publisher is using vCPM (viewable CPM transactions), powered by Active View, a recently launched feature from Google DoubleClick. The technology forecasts when an impression is
likely to be viewable and then verifies and immediately confirms ads that have been viewed.
IDG now guarantees 100% viewability with a number of large advertisers, and offers the guarantee
worldwide on the company's owned and operated media as well as the entire IDG TechNetwork, across desktop and mobile, says Mike Friedenberg, CEO of IDG Communications Worldwide.
"Advertisers
expect their ads to be seen and viewed -- not only viewed, but viewed by a human," he says, "which isn't too much to ask."
IDG owns an ad network and ad exchange, the Tech Media Exchange, an
anomaly among media companies. It sees data on 1.2 billion impressions monthly through its owned and operated properties, as well as its ad network, and 3 trillion impressions monthly on the ad
exchange.
More than 87% of IDG's revenue comes from digital, such as data, marketing services, and demand generation, Friedenberg says. "About 30% of the traffic comes from mobile devices."