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Live blog of discussion of view ability:

Panelists: Joe Barone, GroupM
Mark Howard, Forbes
Rachel Herskovitz, American Express
Michael Iantosca, Integral Ad Science

Viewability is the new norm, there is only going forward. It is important to talk about where we are going to go with that. How impacts global and video. There is a little bit of catch up to do beforehand, we have to set the stage. Not all the ads are “viewable”

For American Express, brand marketing, we drive policy for the organization. What are we buying for? Drove a lot of investigation. AMEX had to decide what to do internally. Let’s assume people know what AMEX but people won’t engage if they can’t see it. Where we took this is let’s take a move from “served” to actually being seen. We took it, it was served, so it was seen. It might have been served and must have been seemed. AMEX asked what are the thresholds for what works for us as a team. Is a 70% threshold for 1 second driving engagement? It’s a longwinded answer but that’s where we stand with it. Diagnostic. it isn’t the goal, I need to be on the road to 100% view ability. But the end goal is that we are officially using our money to get people to engage on pages and view ability is a way to get there is isn’t the end goal. how much view ability do i need to get at the most effective cost.

GroupM, Joe Barone: It’s hard to say where anyone else in the space might be. We believe if an ad isn’t seen it shouldn’t be paid for. we need to work to get to that point. Where are things today from that perspective? Well, what rachel was saying, he says, “Viewability” to me it means a gaining factor, there are three things you can control the audience, message and envioringment. if the ad isn’t viewed the other three things don’t matter.


Mark Howard (Forbes): So, we’ve been at this since Q1 2012, so we put mode on the site we ran every campaign through the system to build a knowledge of how the campaigns were doing and I think that with all of that aside, I think the challenge that we are experiencing is that there is complete inconsistency of what what view ability means. when you are servicing 100s of campaigns, that’s a problem. Right now, since there is no centralized way to manage this, we have to operationally deal with campaigns one by one by one.


The difference in the standard for each agency does’ make it easier for us to x. We are trying to get rid of the manual efforts. Discrepancies don’t get resolved. That is what makes the pain go away. There are tough things going on towards making this happen. We have delivered fraud protection, view ability, and geostatistics, we are so far ahead of where were in 2010 we’ve leaped. Now when I walk into meetings we know where things stand, there’s education to eb done. What I think is a good thing, is, we have a standard to transact on. We want to understand if that is the right transactional standard.

If we start messing around with the standard, we all become screwed. The end goal is how do we track everything. Right now 60% of what you put out is measurable. Digital is not just display anymore. You’re only able to measure about 50% we are starting to weight that pie, but as we move that pie around, howdo we move quicker for the rest of the pie we should be working

One of the things happening: if you think of mobile how it relates to native and social, publishers are trying to pull



Not becoming the next “click-through” rate, this can’t be the end, we have to keep moving. Phantom attribution, if view ability itself becomes the primary kip then we’ll have a problem. its definitely a means to an end.

The reason viewability has come up become less premium publishers don’t deliver. View ability is almost a hammer, and you now have to measure up to

Over the years the barrier to entry to start a website has been reduced to zero. I honestly think right now we are at a point, because of all of this needing to be tracked and the place we are in terms of knowledge regarding how all of this works, we are building

How do we engage your reader with a richer experience. and iterative roll out, and we’re testing it learning and optimizing it. The medium long tail. A lot of the work Michael Iantosca is doing, they are

We need the tech parters that work together. Then, you have tech people that don’t talk to each other. We aren’t going to change the wild gardens of Facebook. These things won’t talk to each other. It helps brands, agencies and publishers. That’s why we’re driving so hard. if we can accept

Hats off to our adops team. We are obviously racing across the landscaping. DSPs, Billing systems. we’ve made huge

Are you asking to 1998 ad ops

1) Looking at it and optimizing towards it. We are not only

If you build a website to increase view ability. It is “viewable” not “viewed” that will show in optimization. 1998 was a great year to be in ad operations

What is your goal of viewability? ROI or decreasing ad spend? “Well, if we decrease ad spend, then I’m out of a job. We want to make advertisers comfortable on digital.”

End thoughts:

“Once an ad comes into view, what does that environemnt look like.

A lot of guidelines coming. The MRC will release their first evaluation, working with tag, to make sure publishers get certified. strategically, it’s about making it part of the process and making it part of our modeling. The

Ads are like clowns in a car. Thanks to the administers for a great fantastic ops


Live Blog of today’s conference
if it wasn’t for ads we wouldn’t be able to make news happen
we know we are covering news that people aren’t covering
carrot creative and we grew to a 100 person
more importantly our revenue is going to something that is kind of awesome
being a digital a
we are building out part of vice there are people in our office capturing the ukraine we have to make sure we are making this the best product we can because it needs to reach the most people as possible … 20 years I get it. we have a very unique opportunity. the ad technology out there. solutions that are smart and make sense.
aquired magazines. handful of films, fishings without nets. we have hbo. our programs are syndicated globally. if we were a digital company you have to take local markets and sell to local
having people all around the world, know the stories going on because they had to, makes a lot of sense because we know the stories and we know people can make the stories. make more interesting dcisions.
we made really god media.
we have to respect our audience while advertising to them
we take that very seriously, is this the right brand for us, and that is kind of an interesting dilemma and helps understand what that audience it. Adblockers and it is hard to educate the blociers. i don’t mind that people build them. we can’t just build a digital business based on publishing
the way we look at monetizing we didn’t just try to monetize all of our properties. let’s see whatever we can get. look if we don’t know who they are, we aren’t putting it on the site. we are trying to show people new shows we are trying to build new audiences. we want to help launch other channels. that was extremely valuable to us, we set a premium for what it costs to advertise with us.
people came back to read vice — not “maximizing our properties has increased our value but how long will that lst.
we have to
Changes in media buying
agencies have decided
clients haven’t decided
in small stges, by the end of this year microsoft will be pouring their data surround to actual client dumps  do they buy technology, do they have their salesforce selling things? To unsold, do we provide managed service or Saas< they had  we don’t want to be in the managed service
they don’t have any of that headcount. my wife works at google. here is a link you figure it out. if we can find a way for someone else to do it themselves. there is an illusion of simplicity things are more complex than I’ve ever seen. You need more people and they are hard to find and hard to retain
i believe agencies have already decided. agencies are services business providing research analytics strategy planning, etc. you can look this is a new channel to understand. this chapter is different. its alway interesting to me as to why. why when programmatic was born why did everyones role flip.
you guys are going to be experts in this, right? it is only happening in stages (agencies being experts for clients)
What has to change: the old was around negotiation, now it is collaboration, now the technology is allowing us to buy just in time with the right price and the right person. you can actually see the ROI in much more real time. this idea that i have to negotiate hard and i can’t loose. the new model is all win partners. we are integrating each others technology. there really isn’t a dynamic that can accommodate winners and losers, we all have to collaborate. it throws the old tendencies and habits on their heads
what holds us back in getting from “left to right” is trust. not in that client
we are living in a collaborative economy
“an economic model where creation, ownership and access are shared between people and corporations.” we interact with each other by creating things.
LendingClub — who big one. the dynamic berween xyz is not immune to what is
Rachel Botsman, collaborative economy the currency of the collaborative economy is trust. and jeremiah was pointing out that it is like 100 years ago and we used to trust each other. we have kind of come back to our roots. it is projected to businesses and how they are going to participate
we need to consider what is fundamentally happened and help us realize how we are going to change. areas ripe for disruption. the collaborative economy is fueled by trust. are we prepared to act differently in this new dynamic.
the past is obdurate. It doesn’t want to change.
You are entering the year 1963. Beware. Your presence in the past may have an adverse effect the present. The future is pliable, amenable acquiescent
“we are what we believe we are” CS Lewis
stephen king 1963 variety hulu tv show check it out order the book
: our intuition tells us that technology social norms, movements and ideas just move forward through time as if forward profess is a river and those things are on a raft gliding through. we so associate the passage of time with progress that we use the term “the future” to refer to a better more advanced version of our present world.
in reality if a more advanced future does happen its because the future was willed into our lives by a few brave people. the present isn’t welcoming onf an advanced future because the present is run by a thick canopy made up of the ideas, norms and technologies of the past. there’ll be incremental tweaks and slight iterations on proven-to-work concepts, which may seem to us like moving to the future, but it’s really just a polishing up of the past. “What but Why how test will change the world”
now let’s get specific. here are the most fundamental things we need to do to change.
we cannot ask the same people to solve the problems they created. Hassan Babajane Where: Sr. Enterprise Sales at Adobe
Vivakey He went to P&G and sold them Moontoast,
We’ve got to infusse genes from each of our groups into our DNA
it’s always about execution
Cross pollination — agencies hire form Pubs, clients hire from both publishers hire from both.
its AOL and we have got to get to a different place and our clients need us too, this isn’t sort of make believe, this is the future. there will be more consolidation. big media/tech you need to build out the tech side.
The future of media buying is about collaboration in the collaborative economy it always has been. hey you’re disclosing to me all of the terms we negotiated, I’m talking about couples therapy. in 2 years can we embark on something today that in two years will look like this? know what real change looks like and how it’s achieved. we’ve got to change this.
we have to do the difficult work right now and the last thing the pain of med
the pain of change is is greater than the pain of mediocrity
are the only one of the agency side that thinks this way
there are
you have to walk away from the watercolor and stick your nick out i’ve only been at smh for six months. \\
you could look at it as “we haven’t been getting good ideas” it is about I “need to consolidate” if you
I’ve gotten a front row seat. so in some cases agencies are seeing this as a chance to solve the problem.
a few questions: “the evolution of media buying is undecided” you’ve also made it clear that the past is obdurate so we can’t do anything about that, and the future wants to be changed and you showed us what things even need to be changed. you talk about agency changes that need to be made, what about publishers, how can we contribute to realizes this utopia you’ve described?
you need to be a steward of the whole offer
talent issue
dsp and dnp fate model buy techonology to get that in.
procurement on the marketing side has influence over what the agency gets to do. we are being squeezed with rents and pricing its hard to understand we need to invest
we want the to license and be good you want your team to make investments in technology say to your clients you should be banging down my door. all of these companies are doing it. takes confidence and oitns of views. this is how we see the future working
Native ads — Facebook, instagram twitter these assets are the future currency for how advertising is going to be purchased. — the rise of programmatic native, sponsored by triple life
Seth Rogin at Mashable what it is to predict vitality.
Chief Revenue Officer — chief sales guy he is 19 years old, “it started to take off”
site when it launched, rich imagery beautifully laid out. you’ve been using our vitality prediction tool. i’m someone non profit magazine vp of advertising mobile tablet for them. mission based media. one thing — sell something substantial. the social good work, but its also this work that i want to tell you about
if the goal is to take off in social, if you can attach yourself to something that we are forecasting to a network. WashableVelocity, thoughts this isn’t worth it.
media tech. what’s your media tech?
We can
social springboards. it’s to go to the actual sites where social media is taking off on its own. we absolutely track our own content. branded content. for clients. we called a client running a video campaign. exciting revenue stream. brands are now publishers. all the better for us to share our tools. we are the experts in story telling and trust.
if you’re not @TheSethRogin
In terms of building credibility, getting it right is first, getting it first is a very close second
:wait by why” read the blog
La Keisha Nicole Landrum

Chief Operations Officer
Sahara Reporters Media Inc.
New York | New York

how do you take a start-up that became the



Ever so often, I’ve had too much technology and I have to unplug, just to regroup and recenter.

When I sit in on weekly meetings with my co-conspirator, sometimes he’ll say to me, let’s have a raw meeting. Yes, a raw meeting: no technology, no phones or laptops, just me, him and a pen and a piece of paper.

A phone conversation with Sasha elevated the discussion of going raw. This week, we say ciao to processed everything. Even the process of heating things. Total, actual natural. So yes, a raw diet, but also, a raw lifestyle. Think of it as centering yourself and going back to the basics.

Updates soon.

Every woman has it in her to appreciate beauty. Her interpretation of beauty might differ, but the the capacity for appreciation remains. I’m not quite sure how one’s appreciation for self-beauty erodes after time here at Harvard, but here we venture to cherish the things that make a girl physically beautiful, intellectually gorgeous and fantastic in every way. It is surprising the effort it takes to be stunning, inward and outward. Here we tackle how to do it.