Ad serving: Viewed ads, not served ads

This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions.

Ad serving: Viewed ads, not served ads

Michael FroggattDG MediaMind

Ads requested from an ad server are not always visible to the viewer. A viewability standard being championed by an industry consortium would mean advertisers pay for viewable, rather than served, impressions.

As digital advertising matures, new and more robust measurement and pricing techniques are emerging, many driven by marketer demand. According to the Q4 2012 CMO Council report, State of Marketing 2012, 59% of marketers used physical engagement data, including clicks, response and conversion rates, to track the effectiveness of their digital campaigns. Of the sample,...

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