In this session...
As we saw in 2017 with the Facebook / YouTube brand safety issues, there are insufficient industry-wide standards to create consistency from all sides. The industry as a whole is increasingly demanding transparent practices. The result of this inefficiency is that brands and agencies like P&G and GroupM who have unique viewability standards are unable to accurately measure campaign success. The solution? Brands and agencies must think beyond the binary measures of whether an ad was seen or not seen and view consumer impact.
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What You'll Learn from This Session...
- The ad technology and infrastructure is rapidly changing to enable advertisers and premium publishers to trade on custom exposure time
- Brands are going to be able to measure the ideal exposure time for each of their creatives and buy and optimize based on cumulative time
- Premium publishers can already optimize their ad delivery based on single exposure time and soon will be able to trade on total time goals as well.
