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third-party verification

Marketers Overwhelmingly Call for Third-Party Measurement of All Digital Media Owners’ Inventory

The Association of National Advertisers (ANA) surveyed its members to understand the perspectives of marketers on the issue of the viewability verification procedures used by digital media owners.  The results of the survey emphasized the need for third-party verification.

Among the findings:

-97 percent of ANA respondents believe that all digital media owners’ inventory should be measured by a third party.

-90 percent of respondents said they are not fully confident that their digital working media meets industry viewability standards.

-61 percent of respondents indicated they would shift their spending elsewhere if digital media owners did not provide independent measurement.

-Nearly two-thirds of respondents feel “very strongly” that a digital media owner should have internally derived metrics accredited by the MRC.

According to this press release, some large media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients. Instead, they utilize internally derived metrics that have not been independently verified.  Currently, more than 20 firms are accredited by the Media Rating Council (MRC) to measure digital advertising viewability.

Bob Liodice, ANA President and CEO, commented on this issue, “During a time of intense scrutiny on transparency and accountability, it’s vitally important that all digital media owners measure viewability by an independent third party, consistent with industry standards. That’s just ‘table stakes’ for digital advertising.”

The ANA will continue working with the Media Rating Council and other industry trade associations to elevate the importance of this issue and drive industry standards.

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YouTube Will Allow Third-Party Verification of Ad Viewability

YouTube will begin allowing third-party measurement tools for viewability verification by the end of 2015.  This represents a change from its long-standing policy of using only its Active View Measurement tool for ad viewability.  David Kirkpatrick, writing for Marketing Dive, reports that The Financial Times cited Unilever and Kellogg’s as the brands that pressured YouTube to make this policy change for independent verification options.

According to a study done by Google:

-Active View reported 91% of YouTube ads.

-54% viewability across all of its video ad networks.

Kirkpatrick also provides a quote given to The Financial Times by Google about the change in their policy, “We’re committed to meeting all of our clients’ measurement needs” and “are taking our clients’ feedback into account as we continue to roll out new solutions.”

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