Tag: Auditing



Transparency in digital advertising – more than a buzzword

May 27th, 2014 | ACA Team,

In my role running Research at AudienceScience, I spend a lot of time talking to advertisers. While in most cases, their challenges, pain points, strategies, and goals broadly differ, the one term I am now consistently hearing out of the mouths of advertisers globally is “transparency.” From where I sit, “transparency” is the advertising buzzword of 2014 and advertisers are actively seeking how they can get more of it.

Not that advertisers asking for transparency is something new. Nearly all advertisers have some guarantee of transparency written into their agency contracts and smart advertisers have long known that transparency is essential to understanding what’s working, what isn’t, and how their organizations can improve their media spending.

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Not all online video is created equal: Three key metrics you NEED to monitor

May 14th, 2014 | Al Torres, VP of Sales & Business Development – North America, Telemetry

We’ve heard all the hype about viewability and how it will be the savior for the digital world. The theory goes that with the Media Ratings Council (MRC) recently setting a standard definition, brands will have all the confidence they need to transition TV budget to online video (OLV). Although this is a great step in the right direction, brands need to know the truth – all OLV is not created equal.

The three key metrics advertisers must monitor to ensure their video execution parallels that of TV are viewability, audibility and ad size. On average, about 50-60% of most brands’ OLV media is actually achieving these three basic measures of execution. So if a brand equates TV to OLV, the media failing to meet those basic measures is essentially wasted.

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