Dominic Finney

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• Viewability Complexity Stalls vCPM Model in Marketing Daily on 01/07/2016
  

  An industry-wide de facto standard that can verify the viewability of online ads is essential if advertisers aren't to lose trust.

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• Viewability Complexity Stalls vCPM Model by Dominic Finney (Marketing Daily on 01/07/2016)
  

  Yes, to an extent price is a key seller concern in thatm will the CPM increase in line with improved viewability performance is still very uncertain and therefore sellers are unclear what impact it will have on there commercial model and performance. But the much bigger concern is the accuracy of the reporting market wide, as without this sellers may well be penalised both for being measured against viewability reports that are inaccurate and just as importantly that are not setup accurately across ad formats and devices so they also miss out on the opportunity to demonstrate the increased value in terms of viewability there inventory may well be delivering.On Ad recall my concern is that this isn't being conducted on a market wide scale, so what impact it will have is pure speculation at the moment, when rather we should be working towards an agreed market standard that should then provide resultant benchmarks. And as a by product of this gap, the market is disproportionately focusing on the viewability metric which ultimately should just be a key hygiene metric to ensure an Ad is viewed, and to then let buyers and seller get on with the real business at hand which is what value the Ad delivered against the client's brand KPIs.What this all tells us is that there is still a lot of work to be done in terms of standards and vendors, which is desperately needed as it is already having a tangible impact on the market..

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