Eric BozinnyMember since August 2015
Eric Bozinny has been protecting advertisers and others from danger for over 20 years. Beginning his career as a tour guide in the Canadian Rockies, he more than once led rutting elk away from hapless passengers unaware of the imminent physical threat. Later, Eric worked for Razorfish - born as the online advertising pioneer Avenue A - where his team was responsible for the technical implementation of display advertising. Eric joined Microsoft in 2007 where he built out an advertising fraud forensics team for Bing, and since 2014 has been fighting ad fraud in the video advertising space for YuMe, where he creates and enforces ad fraud policy and educates marketers on the realities of ad fraud
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- To Grow Up, Ad Tech Must Learn To Rethink Viewability in
Online Video Daily on
Nowhere is that need for ad tech's maturation more clear than with viewability, one of the key metrics for all stakeholders in our ecosystem. Take, for example, the way that we process video ad requests.
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- To Grow Up, Ad Tech Must Learn To Rethink Viewability
(Online Video Daily on
Hi Ed, thanks for your thoughtful comment.The goal of the viewability standard is to press the advantage of digital in its ability to measure much more than is possible for a television ad. However, my point is that if the marketplace decides to link a viewability standard to payment of the ad impressions, the standard needs to be redefined as not to punish the supplier for actions outside of its control.In your example about TV, I would argue that not all ads have a 100% chance of being seen. Viewers can leave the room, mute the sound, change the channel. However, what is provided is the *opportunity* to be seen. It’s up to the viewer to decide whether to watch or not. The current standard is defined such that even if a supplier shows a fully visible ad to a user, they bear all the risk of what the user decides to do (switch tabs, close the page, etc.). I don’t mind if advertisers want to transact on a tougher standard (like the current one, which takes control from the supplier the ability to optimize and improve ‘the opportunity to see’), but I feel that should be something the advertiser must be willing to pay more for.The current standard is, by definition, the minimum by which an impression is deemed to be viewable (and thus, implicitly, valuable). A streamlined definition as I’ve outlined would provide a baseline to TV, and metrics exist today which will tell advertisers how many times users watched the entire ad.