In the wake of the Media Rating Council’s lift of its advisory on viewable impressions, the metric can now be used in buys by agencies and brands. Admonster recently did a survey asking 50 publishers about their thoughts on the new model.
Roy de Souza writes at iMediaConnection.com that while publishers won’t be taken by surprise, many feel that the move is premature, since data is still inconsistent, and the best tools for measuring viewability are still developing.
“Of the 46% of respondents who had already taken steps to improve viewability, 75% had changed the position of ads,” de Souza writes. “69% had instituted ad call loading only on in-view, and 38% had removed ads. These are all steps in the right direction. 10% of the respondents said they were selling on viewable impressions, 21% are considering it, and 67% said it was too early to know.”
To read more about publishers’ views on viewability, visit iMediaConnection.com.
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