Yesterday, IAS announced that we are launching a new technology with a select group of some of the world’s top brands to enable them to do something that has never been possible before. This solution provides these brands with the ability to measure and control how long they are placing their messages in front of targeted consumers. Though time-based measurement is not new, what’s unique about this solution is that brands will be able to understand and control total exposure of every consumer across numerous media properties over an extended period.
Mobile devices have become central to our lives, affecting how we interact with the world around us. However, even with increasing mobile usage, third-party verification and the measurement of performance of mobile impressions remains a challenge for the advertising industry.
Over 1,000 digital advertising professionals ranked viewability as the #1 most important aspect media quality. So, we dug a little deeper - here's what they had to say about the industry guidelines and transacting on viewability.
Integral Ad Science's General Manager, Mobile, Jason Cooper discusses the reasons why IAS chose to open source their proprietary software. Find our more about the future of mobile measurement.
Integral Ad Science set out to understand what it would take to deliver third-party verification at scale for their customers and partners. This report delves into the market challenges of measuring viewability in-app and the advantages of open sourcing for the industry.
In December 2016, we announced our decision to open-source our in-app viewability measurement solution. We’re excited to announce that the IAB will be governing this initiative going forward. With their leadership, we hope to make this solution a true industry standard.
It makes sense that the industry has been focused on viewability through a media-centric lens. With this approach, media buyers and sellers can determine whether specific ads are in view and which ad units and pages offer the greatest chance for being seen. After all, advertising has no chance of working unless consumers have the opportunity to see the ads. But the entire digital advertising ecosystem exists to support brands and their efforts to reach and influence consumers. And although brands want their ad campaigns to have high viewability rates, more importantly, they want to ensure that their messages have an impact on targeted consumers. While these two points sound indistinguishable, they are not because all media are not created equal.