wtf is up with viewability? (digiday wtf programmatic for publishers - 4/30/15)
Post on 16-Jul-2015
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WTF IS UP WITH VIEWABILITY?
Jeff Burkett Senior Director, Sales Operations and Product Strategy
@burk504
VENDORS ONLY CARE ABOUT
THE BUY-SIDE*
MEASURABILITY is just as important as VIEWABILITY?
The Devil is in the details
Definitions:
“Viewable”
Definitions: “100% Viewable”
Definitions:
Billing
VIEWABILITY TRICKS • Ads at top of page
• Ads at top of page
• Targetable sections
VIEWABILITY TRICKS
• Ads at top of page
• Targetable sections
• Sticky ads
VIEWABILITY TRICKS
Viewability = Design + USER BEHAVIOR
Programmatic • Viewability is not known until after purchase
• Direct Deals – Viewable makes sense
Is a viewable impression more valuable?
YES!
You Can Charge More
• No waste
• Dark Viewability
• Targeting
• Measurability is just as important as
Viewability
• Viewability = Design + User Behavior
• Viewable impressions are More Valuable
TAKEAWAYS
THANK YOU
Jeff Burkett Senior Director, Sales Operations and Product Strategy
@burk504
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