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Opinion

With the Marc-Pritchard-inspired clean-up of digital marketing under way, we are entering a period of transition that will have a lasting impact on the future of our industry, says Julia Connaughton, Head of Digital, the7stars.

News

NEW YORK: Transparency in the digital advertising industry will continue to be a major issue in 2018, but participants are optimistic that progress is being made and that blockchain technology may add a new element.

News

BEST OF 2017: The reliability of digital metrics and brand safety were much in the news in 2017, which began with Procter & Gamble CMO Marc Pritchard issuing an ultimatum to publishers and agencies – and continued with brands reacting to ...

News

GLOBAL: Procter & Gamble is planning to increase investment in what Marc Pritchard, Chief Brand Officer, calls one-to-one marketing at scale.

Article

2018 will be pivotal to the development of digital, as issues such as ad fraud and unfavourable viewability standards are costing global advertisers billions of dollars.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Marc Pritchard, Chief Brand Officer for Procter & Gamble, reveals his thoughts on the future of digital advertising, the need for new agency models and his priorities for 2018.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

News

SAN FRANCISCO/LONDON: Within a couple of years almost all mobile digital display ads will be purchased programmatically, but few marketers have a real understanding of the technology and the key factors involved.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

News

LONDON: Google, Facebook and Microsoft are among 23 major tech and media companies who have signed up to a new initiative that aims to raise standards across the digital advertising industry in the UK.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Article

In this webinar Ben Millar discusses how advertisers can create better programmatic transparency by outlining what you need to do to put the right level of controls in place over programmatic media.

Opinion

The world’s biggest advertisers are right to criticise the current system of digital advertising, says Nielsen’s Megan Clarken.

Opinion

What gets seen matters. Ipsos’ Andrew Green argues that viewability should be evaluated not by measuring impressions but by measuring human eyes.

News

LONDON: With new research shedding light on the necessity for all pixels of an online ad to be in view, given the increased impact of influence on the consumer, the call for an enhanced viewability metric across media types is gaining traction.

News

LONDON: New research into the short-term advertising strength of YouTube and Facebook ads reveals that the industry standard of 50% pixels on-screen for two seconds has a high chance of the ad being missed and not influencing purchase.

Research Paper

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Opinion

If a person makes a purchase after viewing 50% of an ad, and another person does not make a purchase after viewing 100% of an ad, which is more valuable to a brand? Asks Conversant’s Rachael Churchill.

News

NEW YORK/LONDON: Viewability standards are in the spotlight again as an industry body has demanded more action from YouTube and Facebook, GroupM announced an “evolution” of its own standards, and new academic research is set to throw ...

News

BRUSSELS: The European Viewability Steering Group (EVSG), a European cross-industry body, has announced the launch of a comprehensive European Viewability Certification Framework to help deliver more accurate and consistent digital advertising ...

News

LONDON: Ad viewability in the UK rose for the first time in 9 months, spurred by a significant increase in the number of ads that met minimum requirements; however, UK viewability still lags far behind other European markets.