The rise of viewability as digital media’s new golden currency has been hotly debated in recent years. While the push for viewability adoption wields the promise of greater ad campaign performance, it has also created a number of challenges as the industry struggles to navigates to align with this new standard.
The media industry has undergone a world of change in recent years. Thanks to persistent upheavals in digital technology, as well as the rise of IoT and smart devices, media and entertainment players, from legacy to startups, are in constant catch-up mode as they adapt to new and novel ways of creating, sharing and monetizing content.
Creating a viewable ad standard is an industry-oriented mission everyone agrees on. But the issue is raising concerns in the marketplace and causing confusion. In particular, viewability has been a huge headache in the areas of mobile integration, where the variety of ad formats and the way consumers interact with them makes it a difficult one to call.
Advertisers are increasing their digital budgets to target audiences who are digitally connected via an array of mobile devices, yet growing resentment that viewability standards and measuring tools are inconsistent to measuring mobile ads is rocking the boat. To further complicate matters, both Flash and cookies (trackers that are omnipresent across all major desktop browsers) are completely absent from mobile.
However, a ray of light has seemingly emerged to shine some optimism into standardizing viewability metrics. Most recently, both the American Association of Advertising Agencies and the Interactive Advertising Bureau (IAB) are coming out in support of an open source initiative aimed at standardizing viewability measurement for mobile apps.
The vision is specifically geared for the industry to develop a single code of standard based on mobile publishers plugging into their apps and letting advertisers pull data on viewability in a standard format, which thus proves ads are considered “viewable.” As with any industry-wide initiative, a universal consensus won’t necessarily be easy.