1.
WTF is Viewability?
November 19, 2014

2.
Any Pubs Here Feeling Like This?
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Courtesy: AMC, Mad Men, 2014

3.
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Or This?

4.
Today’s Definitions (courtesy IAB, 4As, ANA MRC)
http://www.mediaratingcouncil.org/063014%20Viewable%20Ad%20Impression%20Guideline_Final.pdf
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“Opportunity
To
See”

5.
But Work Still To Be Done…By Everyone
http://www.adweek.com/news/technology/5-things-iabs-randall-rothenberg-wants-you-know-about-digital-advertising-160493
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6.
Key Math Formula to Remember
Viewability =
Fraud
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7.
Some Maybe Pushing Things Too Far…Today
Pay same price or
higher price?
http://adage.com/article/digital/unilever-sets-higher-online-viewership-standards/
295773/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1416240481
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8.
Options For Publishers
• Say No
• Redesign/”de-NASCAR” site (eg NYT)
• Push ad tech companies
• Reporting, Similar Methodology
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• Rich Media
• Pointroll, Undertone, ReactX
• Sell By Time
• Chartbeat, WebSpectator

9.
And How Does This Compare To Other Media?
• What is Viewability look like for:
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• TV?
• Newspapers?
• Magazines?
• Radio?
• Out-of-Home?

10.
3 Takeaways/Conversation Starters
• Don’t hate the Buyers…they’re
(mostly) doing their job
• Ad tech companies need standards
alignment…quickly
• Even more long-term value upside
for Digital
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11.
Thanks!
Matt Prohaska
CEO & Principal
matt@prohaskaconsulting.com
917.597.6568
@mattprohaska