Why Publishers Should Be Thinking About Viewability — And What They Should Be Thinking About
Can you explain what exactly is ADMAX product?
ADMAX is a platform that helps premium publishers deliver advertising that works for their advertisers by ensuring that every direct sold campaign delivers to its goal -- be that branding or direct response. Simply put, if you can achieve and exceed advertisers' campaign goals, you stay on more media plans, secure future, and larger, budgets. Through a detailed dashboard, Publishers get full visibility into the status of every campaign, and the platform provides them with platform-generated optimization recommendations for each campaign to make optimization easier, quicker, and more effective.
What is your take on the viewability standards problem(s)?
In a recent interview, Randall Rothenberg, President and CEO of the IAB, said when discussing the number of viewability vendor options "Instead of being the solution this proliferation has been an utter obstacle." If the IAB, as an architect of the viewability framework, recognizes this as a problem then we do have a problem, which is slowing adoption of viewability.
The key issues around the number of vendors relates to the huge variations between reporting, leading advertisers to demand 100% viewable impressions, as this is a natural reaction to overcome the massive discrepancies. If we can greatly reduce these vendor discrepancies so the difference is minimised -- the IAB is seeking a variance of only 10%, plus or minus -- then there may well be a great acceptance of the 70% viewability threshold that exists at the moment. However, at times I think there is an element of posturing from the buy side as there is recognition of the current limitations of the technology and measurement. While they realize 100% may not be achievable yet, what they are really looking for is a sea change so viewability rates have a '7' or '8' in front of them rather than the '3' or '4' they are currently experiencing.