Time-Based Measurement FAQ
Answers to some of the most commonly asked questions about ad blocking. You can also refer to DCN’s “How Time-Based Measurement is Grabbing Digital Publishers’ Attention.” [PDF]
- How are viewability standards and attention metrics related?
Time-based metrics enforce the need for viewability. Viewability continues to create unrest because publishers are realizing they’re losing a percentage of impressions but not getting paid a higher rate for guaranteeing viewability—which is where time-based measurement comes into play.
- How can time-based metrics create more demand for digital advertising inventory?
Time-based metrics create an inventory constraint that will reintroduce scarcity into the market. Time cannot be manufactured and provides a zero sum game in which quality ultimately garners repeat attention and loyalty.
- How will time-based measurement impact ad pricing?
Attention metrics will naturally divert revenue to higher valued content – the content consumers really want to see and engage with. Content providers can then invest in future content and sell on this value, rather than a placement.
- How do time-based metrics compare to click-through rates?
Time-based metrics provide a better measure of advertising success than click-through rate. A growing body of evidence suggests a strong correlation between exposure and advertising effectiveness metrics, including a study by Moat and BrightRoll which found that viewability alone provides a 104% lift to brand recall.
- Are publishers embracing time-based metrics?
Yes, 80% of publishers surveyed by DCN are already tracking attention—while 16% plan on starting within six months.
- What are the hurdles to using time as a currency?
Publishers identify a lack of standard metrics and measurement as the main obstacle to adopting time as a currency. The second and third most commonly identified obstacles are lack of research demonstrating time is correlated to ad effectiveness and lack of marketer and ad agency education and interest.