Why Publishers Should Be Thinking About Viewability — And What They Should Be Thinking About
We all need to bear in mind that the IABs State of Viewability Transaction 2015 announced at the end of last year is very much a work in progress. They make it clear that the principles and current viewability thresholds are part of a journey of development and improvement toward 100% viewability. Over time the differences in definitions and (rates) will reduce as the goal and the interpretations diminish.
We've all been around this block before with ad verification when this was the hot topic and a raft of vendors came to the forefront offering solutions to tackle this issue. Standardization occurred when the industry showed a preference for adopting just a few of these players. Although there are currently many viewability vendors - and more to come by all accounts -- we're already seeing a couple emerge as the vendors of choice so hopefully this will lead to a resolution of the problem sooner rather than later
What are the big challenges your publishing clients have faced in adopting viewability?
Apart from the important issues already discussed, one challenge emerging is that with viewability advertisers are beginning to look at achieving multiple metrics concurrently. For example they may well be defining a viewability figure but also want a specific CTR to be delivered, which makes this much more complicated to work with and optimize to.
As an international business we have clients across the globe and the spread of viewability is at different levels. While in the U.S. it is taking off, different markets have different levels of maturity and sophistication. The U.K. for example is very advanced digitally and publishers are testing viewability and vendors to be prepared, but the demand for viewability is still small. While global advertisers may demand they want to only buy viewable impressions this becomes very challenging when applying this remit internationally.