Digital Ad Measurement Denied Its Big Leap Forward
As digital advertisers work to drive as much engagement and interaction as possible, it is crucial that they receive accurate metrics on how their ads are performing.
The Interactive Advertising Bureau (IAB) has released its latest paper titled “State of Viewability Transaction 2015” and it's shining a rather bright virtual light on a real problem in the industry right now.
While digital advertising technology has come a long way since its inception, Web workers are still lacking a concrete way to measure ads based on viewability (a viewing metric that tracks impressions based on whether or not users have actually seen the ad). Unfortunately, the IAB determined that campaign level viewability data can vary as widely as 30-40 percent making it unreliable to be the sole form of measurement.
“It’s time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media,” said Randall Rothenberg, President and CEO, IAB. “The MRC said it best – 100 percent is currently unreasonable. Why? Because, different ad units, browsers, ad placements, vendors and measurement methodologies yield wildly different viewability numbers.”