MERCADEO Versión en español
ANA: 97% of advertisers want third-party verification of digital ads by external agencies
Manuela Walfenzao| 24 de noviembre de 2015
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According to a survey by the Association of National Advertisers (ANA), almost all marketing experts want to have verification of the viewing of their digital ads, by a third party.The study took a sample of 154 members of the association and discovered that 97% believe all digital media owners’ inventory should be measured by an external company. It also revealed that 90% of those surveyed don’t feel completely sure about visualization rates of their digital media, they feel that it might not meet the industry viewability standards.This is a battle that the industry has gradually won, but they continue working to implement these new practices. Facebook and Google, who add up 60% of digital marketing ads, were the ones who showed the biggest resistance to implementing verification by external agencies, but have recently allowed third-party measurement. Facebook and YouTube were the first to resist. The social media network said they will allow verification by Moat for video ads and it will extend to Instagram ads. Google said they will license Moat for the review on YouTube and will eventually include Integral AdScience, ComScore and Double Verify. “During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewabilty by an independent third party, consistent with industry standards” said ANA CEO, Bob Liodice in a statement.
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