After getting suspended from the Media Rating Council—which has become digital advertising's de facto measurement watchdog—last month, Google is slowly starting to roll out a new way for publishers that use its DoubleClick for Publishers to measure mobile viewability.
Viewability, the measurement of how effectively digital ads are actually being seen by humans, has been a buzzy topic the past couple of years. But as more advertising moves to smartphones that rely on consumers also hearing a marketer's message, how many people listen to audio ads? Pandora wants to find out.
In an effort to improve transparency and maintain marketers' trust, Facebook is expanding its third-party verification program related to viewability and attention metrics for ads.
AOL is debuting two video ad formats today it says will be more viewable for advertisers and more user-friendly for consumers.
Having addressed marketers' concerns about desktop viewability (ads that are actually seen by consumers) in 2014, the Media Rating Council is now in the hot seat to provide guidance on mobile advertising.
Most of the digital ad industry's concern for more than a year has coalesced around two major obstacles: ad fraud and viewability. Advertisers are concerned whether ads they pay for are actually viewed by real people.
Brands have long lamented the possibility that Internet users don't actually see the ads they pay for.
Twitter is now ready to serve autoplay video, which has the potential to change up the experience on the platform with richer and more engaging media. Autoplay video has become a standard format in social media and one that is supported by advertisers, who like the fact that their content makes more of an impact.
Google has new insights for the industry worried about viewability, one of the top concerns facing the digital marketing world this year.
Earlier this week, the Media Rating Council made its first statement about mobile viewability—a burgeoning concern for publishers and advertisers as more online traffic shifts to smartphones and tablets.