The trials and tribulations of viewability | Mumbrella360 video
Publishers, media agencies and marketers continue to grapple with viewability. In this session from June’s Mumbrella360 conference, a panel of experts urges the industry find a solution.
While viewability has been kicking around as an issue for the Australian market for the past couple of years, there is growing consensus it is high time the industry got its act together and came up with some agreed rules for everyone to play by.
“I think there’s a common theme here that we all think this is a box that’s checked and so we can move onto brand safety and effectiveness,” says Hugo Drayton, the CEO of Inskin Media, summing up the sentiment of a panel.
Viewability is simply defined as the opportunity for a human being to see a display ad on a web page. Despite the simple nature of the problem, different agencies, publishers and industry bodies have their own definitions of what constitutes a view, much to the frustration of each group.
