Today, Videology, a leading software provider for converged TV and video advertising, released the second installment of its educational ‘Knowledge Lab’ series. In this release, Videology discusses key issues in the advertising ecosystem related to viewability.
The lab discusses the history and industry definition of viewability, different factors affecting viewability performance, challenges keeping the industry from achieving 100% viewability and different ways viewability can be planned, bought and measured. The lab also showcases Videology’s viewability capabilities, including partnerships with leading vendors, Moat, comScore, Integral Ad Science, DoubleVerify and Telemetry.
“Our labs are meant to help clarify the meaning and importance of some of the hottest industry issues. Viewability certainly falls in that category,” said Kevin Haley, Chief Scientist, Videology. “I also think it’s important to use these labs to elevate the conversation above a basic understanding of the concept, and ask some bigger questions. For instance, as data advances allow more precise measurement of true marketing objectives, such as intent to purchase, or actual sales, will viewability by itself become less of focus? If ads are not seen, results will not be strong, and vice versa. Therefore, as performance becomes more closely tied to ROI, will vCPMs be less applicable than the question, ‘what did it cost to drive a given result?’”
“An ad that isn’t seen can’t make an impact, making viewability a critical dimension of ad delivery,” said Jodi McDermott, Group Vice President at comScore. “We support efforts to educate the industry on the importance of viewability – like this Knowledge Lab from Videology – which contribute to a better buying and selling environment and enhance the overall value of digital advertising.”
Read Videology’s full Knowledge Lab on viewability here.
About Videology Knowledge Labs
Videology Knowledge Labs are published on a monthly basis. Through straightforward overviews, Videology Knowledge Labs provide definitions, data, and explanations of complicated subjects, to bring simplicity and clarity to an otherwise complicated industry. Knowledge Labs are part of the company’s broader ‘Videology Labs’ initiative, which was announced in March of 2016. The homepage for Videology Knowledge Lab is here: http://www.videologygroup.com/labs.
Videology (videologygroup.com) is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.