Scott Knoll, CEO and President of Integral Ad Science, explains to VideoAdNews why the industry needs to move to KPI’s that are based more on what was actually achieved, rather than ones that are simply based on volume. Knoll also discusses where viewability measurement is heading in the future. The interview was filmed at the I-COM Global Summit 2016, held in Seville, Spain.
Ad fraud is a major problem affecting the entire digital advertising ecosystem. The issue has become front of mind for advertisers who are now scrutinising their spend; ensuring their budget is being spent intelligently and that real people see their ads. As they take action to prevent fraud on the buy side, they are expecting their publisher partners to do the same.
There is a huge amount of time, energy, money and other assets dedicated to getting a brand's advertising story right. From research to the most compelling creative that an ad agency can produce; the effort that goes into creating an interesting and engaging brand story is impressive.
Today's biggest digital advertising challenges in online media quality have often troubled publishers that see incorporating viewability rates into the workflow as diminishing the value of their inventory, and making certain impressions impossible to sell.
Our CRO, Mike Iantosca, points out the major pitfalls marketers can avoid when partnering with the right viewability vendor.
While at the Beet Retreat in Vieques, Puerto Rico, our GM of Video, Kevin Lenane sat down with Beet.TV to discuss the future of programmatic buying, and was also interviewed by MediaLink's Matt Spiegel on using viewability as a baseline metric for campaign success.