In a new paper titled “State of Viewability Transactions 2015″, the Interactive Advertising Bureau (IAB) aims to set expectations as the industry shifts to measuring and buying display ads on a viewable impression basis rather than by served impressions. First and foremost, buyers and sellers implementing viewable impressions as measurement currency should not “expect to observe rates of 100 percent in analyses of their campaigns”.
That statement echoes that of the Media Ratings Council (MRC). The IAB calls 2015 a transition year in which agencies, publishers, marketers and ad tech firms will need to work together to implement viewability as the new currency.
“It’s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media,” said Randall Rothenberg, President and CEO, IAB. “The MRC said it best – 100 percent is currently unreasonable. Why? Beca…
That statement echoes that of the Media Ratings Council (MRC). The IAB calls 2015 a transition year in which agencies, publishers, marketers and ad tech firms will need to work together to implement viewability as the new currency.
“It’s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media,” said Randall Rothenberg, President and CEO, IAB. “The MRC said it best – 100 percent is currently unreasonable. Why? Beca…