Viewability

  • Experts Predict: What's in Store for Viewability in 2018

    The furore around viewability measurement is starting to subside, but it was still a hot talking point of 2017. Should advertisers be treating viewability as a KPI, or as a hygiene factor, standardised across any digital marketing campaign? In a series of features reflecting on the past year, and looking ahead to what we can expect in 2018, ExchangeWire invites over 100 thought leaders from across the industry to share their views. In the latest installment of the series, experts predict what [...]

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  • DSPs Must Evolve to Help APAC Marketers Reduce Ad Waste

    With media buyers seeking out more efficient paths to supply and demanding greater transparency in fees and auctions, it is time for DSPs to be more than automated workflow tools.

    DSPs have not evolved much from when they were built during the first decade of programmatic, said Sonal Patel, Singapore managing director for AppNexus, calling for an overhaul of demand-side platforms to better meet the needs of marketers today.

    The ad tech vendor recently launched its AppNexus Programmable Platform (APP), touting it [...]

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  • Is It Worth Brands Pursuing 100% Viewability?

    Ask any brand for its optimum viewability target and the chances are the answer will be 100%. This is an understandable goal, given viewability is a prerequisite for engagement – an impression has no opportunity to engage if it can’t be seen. Some premium publishers are already offering 100% viewability and IPA director general Paul Bainsfair has called on Facebook and Google to lead the way in delivering ad supply that is optimised for 100% viewability and independently verified. [...]

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  • APAC Marketers Must Differentiate in Programmatic Landscape

    In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.

    Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer.

    “To win in this scenario, you’ll need to have much better data strategies in [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, Dadwal further highlights that security still [...]

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  • Shared Responsibility Needed to Make APAC Programmatic

    All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.

    Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year’s Mobile Marketing Association (MMA) Forum in Singapore.

    During a panel discussion about the region’s programmatic landscape, focus inevitably centred on brand safety and, hence, viewability. Panellists, though, [...]

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  • The 3 Pillars to Brand Safety & How to Make Sure They Are Upheld

    Brand safety is hugely important in the current climate of suspicion towards digital advertising. Frances McCann (pictured below), partner manager, Blis, discusses the three key pillars of brand safety which must be considered to minimise the risk to advertisers and ensure ads are served in a safe environment.

    Frances McCann, Partner Manager, Blis

    Given growing concerns around digital advertising exhibited in this summer’s WFA report, which highlighted the suspicion of advertisers over the placement and viewability of their ads, it’s increasingly important for brands [...]

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  • Time to Fess Up & Help APAC Marketers Deal with Programmatic Concerns

    Ad fraud and brand safety issues associated with programmatic do exist, so ad-tech vendors need to step up and help Asia-Pacific marketers deal with it, instead of simply peddling their tools.

    According to a CMO Council study, 72% of brand advertisers engaged in programmatic buying were concerned about brand integrity and control in digital display ad placement. The online survey polled 300 senior marketing decision makers and included insights from interviews with some the council’s base of 13,000 members [...]

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  • Europe Embraces Programmatic Video Monetisation; DOOH Brand Charter by JCDecaux

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Programmatic video monetisation in Europe grows; Commitment to DOOH brand charter by JCDecaux; Triton Digital partners with Anghami; Marketo launches AI-powered engagement solution; Partnership for AI by Dataiku and Keyrus UK; New video format by Teads; Mobile programmatic confuses marketers; and Retail sector powers German ad spend.

    Europe embraces video monetisation via programmatic

    According to FreeWheel’s Video Monetisation Report, premium video is [...]

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  • Beyond Viewability: The Hygiene Factor the Ad Industry Just Can’t Shake

    Every marketing campaign needs to deliver impact. Regardless of whether it’s entirely OOH or mobile-only, a marketing campaign without measurable impact is of little value. But deciding what constitutes ‘impact’ is a topic of ongoing debate, particularly in the complex and nuanced digital world, as explains Alex Timbs, head of data and attribution, Oath, writing exclusively for ExchangeWire.

    Brands and agencies have long debated what metrics should be counted when it comes to assessing a campaign’s performance. After years of post-recession budget [...]

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