HP: "Just enough" not enough in digital metrics

This event report outlines how HP, the information technology group, is tackling the issues of ad viewability and reliability in digital measurement.

HP: "Just enough" not enough in digital metrics

Geoffrey PrecourtWarc

Even as digital marketers and publishers have embraced the Media Rating Council's (MRC) minimum viewability standards for online advertising - display ads: 50% of pixels in view for at least one second; video: 50% viewable for a minimum of two continuous seconds; emerging formats: 30% viewable for a minimum of one continuous second - one brand steward believes there's a need for more rigor to ensure messages actually reach consumers.

"Our industry is still primarily impression-based," John Marshall, HP's Manager/Media and Advertising Technology, told the Association of National Advertisers'...

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