The Association of National Advertisers (ANA) surveyed its members to understand marketers' perspectives on viewability verification procedures used by digital media owners.
The ANA found almost all respondents (97%) believe that digital media owners’ inventory should be measured by a third party.
The need for third-party verification was reinforced by an overwhelming 90% of survey respondents who said they're not confident that their digital working media meets industry viewability standards.
And 61% of ANA respondents said they would shift their spending elsewhere if digital media owners did not provide independent measurement.
“During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewability by an independent third party, consistent with industry standards. That’s just ‘table stakes’ for digital advertising,” said Bob Liodice, ANA president and CEO, in a press release.
Some large media owners don't allow third-party measurement vendors to report viewable ad impressions to their clients. Instead, they use internally derived metrics that haven't been independently verified.
Currently, more than 20 firms are accredited by the Media Rating Council (MRC) to measure digital advertising viewability. Nearly two-thirds of ANA respondents feel “very strongly” that a digital media owner should have internally derived metrics accredited by the MRC.
The ANA said it will continue working with the MRC and other industry trade groups to increase visibility on the importance of this issue and drive industry standards.
In addition, The Alliance for Audited Media noted: “The quality of the digital supply chain is only as strong as its weakest link... Marketers must take the lead by demanding the accountability and transparency that come with a third-party certification audit.”
Bill Duggan, ANA group EVP, said the association will continue "to urge marketers to demand greater transparency and accountability for their digital media investments and support accredited third-party verification.”The survey was conducted among ANA members during the summer of 2015. There were 154 respondents.