The gist: The push for higher-quality digital inventory remains top-of-mind for publishers and marketers alike, with eyes beyond just “viewability.”
More information: “’The CPM model that has valued consumer time is at such a low rate that people are being bombarded with ads all the time,’ resulting in the rise of ad blocking and people opting to pay a premium for ad-free experiences, according to David Levy, co-founder and COO of digital video ad tech provider true[X],” per eMarketer.
“As impressions continued to lose value, advertisers started asking questions about the quality and efficacy of served impressions: How many real, live humans were on the other side of all those impressions being served? And were those ads being served to them on-screen long enough for them to take notice?” the article continued.
In a bid to answer these questions, the industry adopted the MRC’s viewability standards. But, according to eMarketer, viewability is “simply a first step in achieving better measures for digital ad effectiveness, particularly around attention and engagement.”
“We knew that viewability was just a building block,” said Jason Kint, CEO of Digital Content Next (DCN), according to eMarketer. “Once we know an ad has the opportunity to be seen, the most important metric to add to that is the time in which the ad has been exposed to the audience.”