MERCADEO Versión en español
John Douglas of Sizmek: Advertising needs viewability that is consistent, comprehensive, and widely understood
Manuela Walfenzao| 23 de agosto de 2016
Douglas: La transparencia y los estándares eliminan el miedo a perder la inversión
For John Douglas, Product Strategy Director at Sizmek most marketing companies have done efforts to offer clients viewability solutions, but it’s time for viewability technology standardization. “Advertising needs viewability that is consistent, comprehensive, and widely understood. By adopting standardized measurement tools, the entire industry can operate from the same place, leaving no barrier to viewable impression-based transactions” he noted. The only way to get viewability insights -according to Douglas- is to work with developers’ proprietary software development kits (SDKs). “The result, once again, is that everyone has different methods and limitations for measuring in-app viewability, and every brand or agency ends up relying on an SDK of some sort” he added. “Browsers, for their part, have already begun implementing intersection observers, which allow advertisers, agencies and ad servers to accurately measure viewability in the browser, and do so consistently, Google Chrome is one leading the pack.” For Douglas the key is granting viewable impression-based transactions. “Transparency and standards eliminate the fear of investment’s waste faced by advertisers” he said. “The benefits go even deeper than that, it opens the door to bring impression-level viewability data back into the ad server and organizes better the information, which represents the next frontier.” Douglas conclude that advertisers should be able to buy viewable impressions with little doubt.
