Digital trading: why advertisers need to think beyond viewability
To run the most effective campaigns, advertisers and their agencies need to think beyond viewability and address the following issues as well.
Category: Topics
With two sides to the viewability equation, discrepancies persist
Now that the MRC has defined that for a digital display ad to be viewable, half of the creative must be in view for at least one second, advertisers want to transact their media buys on the metric. Consumers, they argue, won’t convert if they never see an ad. Publishers are also interested in transacting based on viewability.
Will viewability measurement become the next click-through rate?
CEO, Scott Knoll, discusses the importance of viewability and quality ad exposures.
Inside the mind of the advertiser, presented by Dave Marquard
Presented by Dave Marquard, Director of Product Management, Publisher Solutions.
Inside the advertiser mind: a guide for publishers
https://youtu.be/AQhitaSlI14 Moderated by: Terry Cohen, SVP of Media & Media Research, 4A’s Panelists: Carol Chung, SVP, Media Technology, Digitas Rachel Herskovitz, Manager, Global Media, American Express Ari Bluman, Chief Digital Investment Officer, North America, GroupM
Can we resolve online ad fraud?
IAS's Niall Hogan writes about resolving online ad fraud.
Education Is 2015’s unexpected fraud challenge
VP of Sales Ian Wallin writes about the lack of education in ad tech concerning advertising fraud for Adotas
Digital ad fraud: Separating facts from fiction
Digital ad fraud. It touches everyone in the online industry, and therefore it has become one of the most talked about topics in digital advertising. The IAB, the ANA, and the 4As are on a mission to fight it, yet very...