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  • 2013.5.22

ViewabilityとRTBの関係性と今後の展望について

In a May 8 post, Alex White makes some good points about how viewability measurement will alter the practice of buying as well as the value of display inventory in the programmatic space. We at the IAB applaud him for raising issues and conversation around viewability.

White writes about the seemingly far-off ability to make viewability-based media buys, but the reality is that the Viewable Impression is coming fast. And, yes, there remains a significant amount of work to complete to ensure an orderly transition.

White writes from the perspective of RTB and the world of individual digital ad impressions. Making Measurement Makes Sense (3MS) explicitly focuses on the world of brand advertising that lives across media, legacy and digital. In the brand world, overnight stewardship across all media using common metrics would open doors to nearly real-time campaign adjustments.

Overnight availability of guaranteed audience impression delivery data is only available in TV, not digital display. What is guaranteed today is impression deliveries measured after the fact for TV, and for display ads purchased through channels other than RTB. Based on the proposed standard for viewability, guarantees could occur within 1 second of a served ad impression being viewable at a 50% minimum. Accredited ad servers could hold the key to massive reduction in supply chain friction around discrepancies, once viewability currency is in place.

Ad Servers as the Count of Record

Ad servers are currently the count of record for the impression and the click, and therefore make a natural choice for being the count of record for the Viewable Impression. However, in order to get there, servers must handle the challenges presented by the proliferation of the iframe. And, importantly, we expect that the best viewability measurement technologies will provide publishers with a reasonable opportunity to access such measurement independently of ad servers, as needed.

To operationalize the 3MS principles of measurement, we must continue testing and integrating with viewability measurement technologies that mitigate the limitations inherent to iframes, and keep working with all publishers to update on-page ad tags. This is no small task. The MRC, the 3MS teams composed of advertisers, agencies and publishers, the IAB, the 4A’s and the ANA all recognize the complexity and effort required.

What Do You Know Before The Ad Load?

Some viewability technologies (like SafeFrame) provide previously unavailable data for more informed programmatic valuation prior to ad delivery — specifically, whether the placement meets the geometric requirements of the Viewable Impression draft definition. The ad will still need to be delivered and remain in view for a second to meet the full Viewable Impression definition, but having the geometric data prior to ad delivery should provide significant value for all involved parties.

SafeFrame technology is available for adoption now, and makes available to programmatic buying systems a very strong signal for the ultimate viewability of the impression. Just as the 50-year-old reach & frequency models for TV will be altered evermore as comparable metrics become available for digital media, and enough data are accumulated to redefine those models — so, too, will programmatic buying capitalize on what the technology offers and what the data shows. Ultimately, the point of media guarantees for high-volume ad flights is to deliver impressions within a tolerable range set by the market.

In Terms of Terminology

A final note of clarification: As technologists like Alex White write about Viewable Impressions, it’ll be important to maintain the difference between “in view” and “viewable.” While a placement can be determined to be “in view” using simple geometry, a Viewable Impression is measured both in space and time — it’s based on an appropriate amount of the ad creative being in view for a specific duration.

Here at the IAB, we’re excited about the opportunities that consistent viewability measurement will bring to the digital marketplace, both by enriching the data available to pure digital plays — and by enabling cross-platform, apples-to-apples comparisons for big brand allocations.

Read more: http://www.mediapost.com/publications/article/200863/viewability-and-rtb-notes-on-the-larger-context.html#ixzz2U0wIOVs3


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