Presented by Rebeca Solorzano

1. R ebeca Solórz ano – VP, Programmat ic Operat ion, Forbes
Views Matter

2. IAB & MRC created the standard definition of
ad viewability
Helps marketers understand the
effectiveness of their ads which guides
buying decisions
Ads that have the opportunity to be seen
drives business results
Viewability is a baseline expectation
Why is viewability important?

3. Relationship between viewability +
consideration
3

4. Allowed multiple
stakeholders the opportunity
to provide input on testing
strategies
Product was focused on a
clean UX for our top articles
Multiple iterations were
tested to find optimal
compliment of UX +
revenue
Site Redesign created a more unique user
experience

5. 5
R e d e s i g n h e l p e d b r i n g t h e a d d e d
o p p o r t u n i t i e s a r o u n d a d p r o d u c t s t o
c o m p l i m e n t t h e u s e r ’ s e x p e r i e n c e
T h e f o c u s o n n e w a d p r o v i d e s c u s t o m f e e l s t o i n c r e a s e

6. More viewable ads
Increase in overall viewability
of ads across multiple
platforms
Increase in loyal customer
base while still growing
overall audience
High value of cohorts
Site Redesign
2H 2018
2019 brought
Sources: comScore October 2017, Media Metrix, US Multi-Platform Home & Work; GfK MRI, Spring 2007

7. What’s next?
Engagement is our goal
We need to adopt an industry-wide standard that both publishers and
advertisers can adhere to
Additional focus on engagement will help build our loyal customer base.

8. New experience on our
CMO content

9. Thank you