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
Viewability:
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
