Mediaoptimise

“We start to trust [verification firms’] metrics as a currency,” the buyer continued, but that currency seems to have a poor exchange rate when it eventually lands in the pockets of news publishers.

News publishers lament the role of verification firms in the programmatic market The problems with keyword blocking are persisting but the addition of contextual categorizations is adding additional pressures on news publishers.

People are exposed to 10,000 ads daily. High impact and contextual deliver better results according to Kargo. Some tenuous conclusions in this study though..

What is a better measure of campaign success: viewability or attention? When we think back to the time when viewability was controversial, it really puts our industry into perspective. Several brands turned to viewability to prevent ad fraud and poorly designed user experiences. After all these years, we're still basing decisions on viewability, which is now significant...