Viewability has been in-market for a more than a year as a transactional metric — and as a planning metric for some time as well. More than any other media currency change, the transition to viewable ad impressions demonstrates that measurement, technology and the consumer experience are inexorably connected.
In analog media environments, passive measurement technology using rigorously drawn representative samples was the surest way to capture unbiased behavioral metrics. The technologies for delivering fully viewable advertising and content were easier to understand and were not questioned. Printed pages render fully and therefore are viewable. Television commercials render on the screen and likewise are viewable. Measurement of consumer usage of these media and their ads is accomplished using technologies entirely separate from the technology that delivers them. Read more of IAB’s Sherrill Mane in MediaPost’s Metrics Insider.
Read “Measurement, Tech, UX Meet In Primer On Improving Viewability For Publishers”
