With estimates that as much as half of all online ads go unseen, viewability is in the spotlight. But what constitutes a viewable ad varies. In this primer, we will get the lowdown on what we mean when we talk about viewability.

1. WTF is Viewability?
November 19, 2014

2. Any Pubs Here Feeling Like This?
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Courtesy: AMC, Mad Men, 2014

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Or This?

4. Today’s Definitions (courtesy IAB, 4As, ANA MRC)
http://www.mediaratingcouncil.org/063014%20Viewable%20Ad%20Impression%20Guideline_Final.pdf
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“Opportunity
To
See”

5. But Work Still To Be Done…By Everyone
http://www.adweek.com/news/technology/5-things-iabs-randall-rothenberg-wants-you-know-about-digital-advertising-160493
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6. Key Math Formula to Remember
Viewability =
Fraud
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7. Some Maybe Pushing Things Too Far…Today
Pay same price or
higher price?
http://adage.com/article/digital/unilever-sets-higher-online-viewership-standards/
295773/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1416240481
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8. Options For Publishers
• Say No
• Redesign/”de-NASCAR” site (eg NYT)
• Push ad tech companies
• Reporting, Similar Methodology
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• Rich Media
• Pointroll, Undertone, ReactX
• Sell By Time
• Chartbeat, WebSpectator

9. And How Does This Compare To Other Media?
• What is Viewability look like for:
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• TV?
• Newspapers?
• Magazines?
• Radio?
• Out-of-Home?

10. 3 Takeaways/Conversation Starters
• Don’t hate the Buyers…they’re
(mostly) doing their job
• Ad tech companies need standards
alignment…quickly
• Even more long-term value upside
for Digital
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11. Thanks!
Matt Prohaska
CEO & Principal
matt@prohaskaconsulting.com
917.597.6568
@mattprohaska