Trends Report

"Viewability" Brings Transparency To The Display Ads Market

Both Advertisers And Publishers Will Benefit From The Adoption Of A Reliable Method To Measure And Report Ad Impressions

July 11th, 2013
SB
Susan Bidel
With contributors:
Collin Colburn , Luca Paderni

Summary

The emergence of a new standard, which will clearly define what a valid display ad impression is and use gross ratings points (GRPs) as its currency, is the first step toward creating a more transparent display advertising environment. With the advent of "viewability," brand advertisers will get more clarity on what they are actually buying and will find it easier to increase investments in display ads. Publishers will see advertising revenue grow and will benefit from operational efficiencies as programmatic ad sales gain further traction. Read this report to understand what publishers need to do to get ready for viewability from the technology, certification, and internal processes points of view.

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