2. memoirsofanadopsguy2
Agenda
» Definitions and accredited vendors
» Why the push for viewability
» POV of a publisher on viewability
» Operational impact for a publisher
» Operationalizing a new currency for
revenue recognition
» Your ideas are just this insane!
» Viewability vs Time
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3. memoirsofanadopsguy3
Historical context
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1994 20142007
Google buys
Doubleclick
AOL buys
Adtech
Microsoft
buys Atlas
2008 2009
RTB platforms
are born,
Adx, AdBrite,
OpenX,
Admeld,
Pubmatic,
Adjug,
Rubicon
Adapt.tv
First banner to be
shown on the web for
AT&T, had a 44% CTR.
2004
Facebook/Fl
ikr, Linkedin,
WP,
YouTube,
Reddit
founded
Everyone had or was
founding an ad network,
Rightmedia (yahoo),
Bluelithium, Dacota,
Adlink etc
Viewability
becomes a
reality
4. memoirsofanadopsguy4
Increase in internet websites and users
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The world currently has
> 1 billion live websites.
In 1994 there where
2500 websites
The world currently has
> 2.9 billion internet users
In 1994 there where 30
million.
5. memoirsofanadopsguy5
Definitions and accreditation
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Video viewability: a
minimum of 50 percent in
view for a minimum of 2
continuous seconds.
Display viewability: a
minimum of 50 percent
in view for a minimum of
1 continuous seconds.
Measured impressions:
The number of
measurable impressions
tracked by Active View.
Viewable impressions:
The number of
viewable impressions
tracked by Active View
7. memoirsofanadopsguy7
POV of a publisher
» There are inherent risks with moving to a viewability currency.
Most publishers would have already assessed the risk and
proactively redesigned sites to minimize the risk
» Viewability drives incremental cost and workload
» Viewability does not help solve for third party delivery
» Finance processes become more complex
» “Make goods”, will cause havoc with inventory forecasts
» Will create complexity in the programmatic space
» Attribution framework may need to be reconsidered
» Impression currency has created the complexity we all face
today, viewability will amplify this complexity
» Will it drive up CPM’s?
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8. memoirsofanadopsguy8
Operational impact for a publisher
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Finance
Revenue
recognition
and invoicing
Yield /
Pricing
Inventory and
forecasting
Change in
how we sell
and package
products
Product
development
9. memoirsofanadopsguy9
Example of complexity it creates
» Campaign requirements:
– Contracted amount = $100,000
– Line item 1: 300x250 (imp 2mil, CPM $20)
– Line item 2: 728x90 (imp 2mil, CPM $20)
– Line item 3: 300x250 ROS (imp 2mil, CPM $10)
– T&C = 50% measurable, 60% viewable
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» Campaign delivery:
– Contracted amount = $100,000
– Line item 1: 300x250 (incremental / wasted impressions 800k = $16k)
– Line item 2: 728x90 (incremental / wasted impressions 800k = $16k)
– Line item 3: 300x250 ROS (incremental / wasted impressions 800k = $8k)
» Net impact:
– $40k worth of wasted impressions just meeting the 60% viewability in T&C’s
– “Make Goods” – delivered over unknown period i.e. viewability % may not be a
static metric daily
10. memoirsofanadopsguy10
Operationalizing a new Viewability currency
» The good:
– Sponsorship deals should not be impacted
» The Bad
– DR campaigns does not fit well into this framework – still
based on CTR and last cookie attribution
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» The Ugly:
– No standardized
measurement
– There are still technology
challenges to consider
– Operationally its not ideal
11. memoirsofanadopsguy11
Exploring the Concept of a new time
based currency
» Food for thought:
– You a have a finite number of uses
– There are only 24 hrs. in a day however a almost
infinite supply of impressions
– With time as a metric all impressions would be eligible
for measurement
– We already sell on time based metric today
(sponsorships)
» Why the consideration is worth it:
– 1.8 trillion impressions was paid for last year but never
viewed
– More aligned with Digital GRP metric
– Attribution models today is systemically flawed (cookie)
– Determines interactivity “metrics that matter” to move
more brand $
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12. memoirsofanadopsguy12
Viewability vs Time – which one maybe better?
» Viewability:
– The market need to standardize viewability metric (feels like
impression counting all over again)
– Early indication suggest operational efficiencies’
– Will keep us into a world of “make goods”
– Will create complexity in the programmatic space
– Attribution framework may need to be reconsidered
» Time:
– Already a concept of selling on a time based metric
(sponsorships)
– Time is inclusive of viewability
– User engagement analysis operationalized
– ROI framework established and will not need to change
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13. memoirsofanadopsguy13
Operationalizing Time as a new currency
» The good:
– All impressions would be eligible for measurement
– Sponsorship already sold on a time basis today (an easy
transition and equation i.e. impression = time = revenue
– Optimization would center around contextual relevance as it
should be vs viewabilty
– Framework would shift the market towards engagement and
create scarcity again
» The outliers:
– Attribution methodology for DR campaigns would need to
evolve
– Ad Operations would be turned on its head
– Programmatic impact - Ubiquitous platform adopted by the
market
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14. memoirsofanadopsguy14
The Challenges – Engagement vs. Attribution
» Brand Advertising
– Viewed
– Engagement/Consideration
– Action (ROI)
» POV:
– Already a concept of
selling sponsorships.
– Engagement, already
familiar concept
– ROI framework established
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» Direct Response
– Click
– Impression
– Attribution
» POV:
– ROI attribution by cookie
– Programmatic space will
need to solve for a
ubiquitous platform
adopted by the market
– ROI framework established
