Why Publishers Should Be Thinking About Viewability — And What They Should Be Thinking About
How is viewability measured and how does it/will it affect publishers?
While viewability as a concept sounds great, the major challenge to its adoption is around measurement and what it actually means. To date there are 17 approved viewability vendors on the Media Rating Council's website, with another dozen waiting to be accredited. While the key industry groups may have developed a definition of viewability, when it comes to the vendors, there are differences in their methodology of measuring viewability, differences in the proportion of inventory they can actually measure, and even differences in what they measure. There is also a lack of standardization in the contract wording used by vendors and buyers/sellers. The result, not surprisingly, is confusion and this is really holding back the wider adoption of viewability. At AdvertisingWeek Europe last month, ISBA -- the voice of British advertisers -- and Nestlé were both demanding vendor consolidation to help address this very issue.
What do publishers need to do to work toward greater viewability?
Publishers should look at this shift as an opportunity to re-evaluate their inventory structure. The data in viewability reports can provide valuable clues as to how to ensure that most of the impressions are being viewed. This includes identifying which ad formats are delivering on viewability and which ones aren't, then using this information to inform site re-design to deliver higher overall viewability. In addition, as a new metric this should be used to drive your optimization decisions to optimize formats and positions that will boost viewability rates for your advertisers.
Why has The Atlantic chosen to use the Maxifier platform? How does this kind of tool in general stand to benefit a publisher's business in terms of revenue?
The Atlantic has chosen Maxifier to ensure they have full insight and control across all their direct sold campaigns, as well as to easily optimize every campaign and not just a small percentage of advertisers, which is the norm when done manually. The rise of viewability as a metric is important but advertisers demand a wealth of different metrics to determine campaign success and ADMAX allows them to optimize to any KPI, given their direct integration with the ad server. Overall it helps them make relevant optimization decisions to drive results and help maximize revenue.