The move towards viewability is a significant and important change for our industry. The digital advertising ecosystem is certainly shifting towards valuing viewable rather than served impressions. This DCN Resource Center aims to provide a comprehensive view of the issue for our members, non-members and the press.
Some facts from our perspective:
- FACT: The viewable standard is absolutely critical to moving to cross-platform metrics.
- FACT: Publishers who are in the business of having people actually consume their product will benefit from an ad marketplace that recognizes an advertising impression needs to be able to be seen.
- FACT: The viewable impression standard set at one second for 50% of a display ad and two seconds for 50% of a video ad only represent the minimum opportunity to see an ad. This doesn’t mean the ads were actually viewed.
- FACT: The viewable standard from MRC is non-negotiable. Yes, anyone can use it as a basis to negotiate on time spent with ads but that’s something different; something better defined as engagement.
- FACT: The same exact set of ad impressions that are measured on Viewability have to be worth more, particularly if they are guaranteed to be viewable.
Steve Ahlberg, Co-Chair
Vice President, Digital. Head of New Product Development
VP, Revenue Product & Operations
SVP, Digital - NBCU News & MSNBC
NBCUniversal News Group
EVP of Music, Talent & Multi-Platform Strategy
Viacom Media Networks
Jed Hartman, Co-Chair
Chief Revenue Officer
The Washington Post
Director of Insight
General Manager, Digital Media
New York Media
By Jason Kint, CEO – DCN
Viewability remains top of mind in part, this is because marketplace confusion persists, despite efforts from the MRC such as George Ivie’s crystal clear statement last week in MediaPost. Listening to the ongoing Viewability discussion, combined with the concerns and issues raised last week at Digiday’s event, has crystalized a number of key aspects of Viewability for me. So in the interest of clarity, here are some facts about Viewability that are frequently overlooked and which the industry needs to be clear on before we can move forward