by Romany Reagan on 1st Nov 2013 in TRADERTALK

As ATS Paris quickly approaches, we're continuing our French focus for this week's #TraderTalkTV with Alenty co-founder and CEO, Laurent Nicolas. Here Laurent describes how Alenty measures viewability across different environments, including premium, RTB and mobile, with a success rate of 95%. IAB in the US has been pushing for viewability to become a new 'currency' for advertising in the future, however ad viewability is important in its own right, for obvious reasons. Laurent uses the flipboard to chart case study success rates and put some hard numbers behind the business model, with it now possible to retarget people via RTB to drive viewability frequency — essentially serving users until they see the ad. In the latest numbers released, only 43% of ads are actually viewed online, with CPMs remaining constant across the scale of viewability, not reflecting actual value. As more and more advertisers state an in-view expectation of 80%, viewability is becoming a priority measurement.