Larry Allen, a Business Insider contributor, recently wrote that we need a new way to define ad impressions. In his article, he correctly points out that the old definition of an ad impression is obsolete:
“Today we have a different challenge: there are many new types of ad formats with a variety of ways to measure and, more importantly, publishers have evolved by creating websites that look more like blog rolls or scrolls of pages. These changes are rendering the old technical definition of an ad impression obsolete.”
That’s correct. Readers who would only look at the top of the page two years ago will zoom through a seemingly infinitely long page today — if there’s content they want to see.
“The IAB, and other similar organizations (4As and the ANA), have put forth a plan to promote a new measure that would only count viewable impressions. This effort serves to improve the quality and performance of online advertising and protect the advertiser from paying for unseen ads.
In theory, this change sounds great, but it may have unexpected repercussions – some good, and some bad, depending on your position. Marketers may initially like the idea of more control, as they will only pay for impressions that are in view to the consumer. Publishers will enjoy the increased pricing options on viewable placements and rewards for highly engaging content. Even ad networks and exchanges would benefit from eliminating the question of quality and creating more opportunities to fill branding campaigns.”
So where is the problem? Allen thinks it lies in the fact that new rules might not take into consideration account time view. He also worries that without engaging content, inventory could drop; and he sees a new need for monitoring whether an ad is actually in view. We already measure all this.
We have been testing new measurement techniques with our InView ad formats and many of our publisher partners. The publishers have found that the slider is in view 99% of the time. They also find it gives them a new revenue source.“We decided to work with ZEDO because its products enable us to offer our customers more creative solutions through monetizing a new segment of our inventory.” says Sandy Lohr, Vice President of Sales for Advance Internet. “We share ZEDO’s vision to improve online advertising for brand advertisers.”
Since we are already using Comscore‘s monitoring technology, we can immediately fill that new need for monitoring. We are already doing it.