OpenX

MAY 8, 2024

Attention isn’t just a viewability metric but rather a valuable cookieless solution. Viewability is table stakes; it creates an opportunity to be noticed. Over time, incentives and technology have transformed the valuable currency of viewability into a specification that can be gamed by the unscrupulous.

Viewability 119

Viewability Audience Cookies Conversion 119

InMobi

JULY 31, 2017

However, measuring mobile viewability is still extremely limited. Many brand marketers wonder how to measure viewable impressions on mobile without sacrificing media performance. With a slow load time, viewability and completion rates are both severely lessened. Of course, most users will abandon the ad after two seconds.)

Viewability 52

Viewability Cookies Impressions ROI 52

Ad Monsters

DECEMBER 13, 2022

Thankfully, Emodo Institute took a deep dive into the wonderful world of marketer KPIs to showcase just how dramatically they were affected by cookie and ID loss. So maybe there’s something to the argument that attention metrics will be a key measure for advertisers once the cookie finally takes its final breath.

Viewability 94

Viewability Advertising Impressions Cookies 94

VideoWeek

JULY 21, 2022

The loss of third-party cookies threatens to neuter a host of digital ad measurement tools. Viewability seeks to refine this further – taking total reach, and discounting any impressions where you can confidently say the ad was essentially ignored. . But many argue that these approaches fall short. BuzzFeed is one example.

Viewability 122

Viewability Agency Impressions Clickbait 122

AdExchanger

MARCH 3, 2024

The advertising industry has reached a critical juncture with cookie deprecation testing in Chrome. Google’s Privacy Sandbox aims to reduce cross-site and cross-app tracking while keeping online content and services free for all. Sounds idealistic – because it is.

Cookies 129

Cookies Advertising CPM Viewability 129

PubMatic

FEBRUARY 1, 2023

Even prior to full third-party cookie deprecation, PubMatic is working with a growing number of top advertisers on how to use sell-side data activation to build channel-agnostic and efficient strategies to survive and thrive no matter what comes next. DSPs then automatically decide which media placements to buy for that advertiser.

Viewability 86

Viewability Demand Side Platform Cookies Impressions 86

Martech

DECEMBER 6, 2023

The technology uses a universal, cookie-free impression pixel that customers can add to digital campaign content to track reach, engagement and impact. Pixel technology has already been used in B2C, said Channel99 founder Chris Golec, but primarily to distinguish human and non-human impressions and evaluate viewability.

Viewability 102

Viewability Impressions Cookies MarTech 102

AdExchanger

MARCH 7, 2024

When publisher ad manager Mediavine did its Privacy Sandbox tests, latency skyrocketed and viewability plummeted, Yield from its ad […] The post Privacy Sandbox Isn’t Passing The Test appeared first on AdExchanger. Now that 1% of Chrome traffic is officially cookieless, publishers are finally testing the Privacy Sandbox.

Viewability 81

Viewability Advertising Cookies 81

Digiday

OCTOBER 17, 2023

Vanity metrics like viewability and click-through-rate (CTR), once beloved by marketers, aren’t cutting the mustard like they used to.

Click Through Rate 70

Click Through Rate Advertising Viewability Cookies 70

AdExchanger

JANUARY 10, 2024

Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain. While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.

Ad Tech 133

Ad Tech Cookies Conversion Media 133

Ad Monsters

JANUARY 29, 2024

Concerningly, many cookies and tags are introduced without website owners’ permission, leading to “piggybacking,” where one tag introduces others, causing data leakage and broken consent chains. Just as there are viewability and brand safety standards, the industry should adopt a high-quality standard for data compliance.

Viewability 103

Viewability GDPR Cookies Ad Tech 103

Ad Monsters

JANUARY 31, 2024

Brands now gauge attention metrics through various parameters such as viewability, creative size, interaction, ad position, time of day, publisher or program, audibility, page clutter, device frequency, and eye tracking. Cookie deprecation, now underway in 2024, further complicates this.

Viewability 115

Viewability Impressions Machine Learning Conversion Rate 115

Ad Monsters

MAY 1, 2024

DSP campaign goals set too high viewability? Instead, audiences are matched to traffic using publisher first-party signals and sent to the DSP on Deal IDs, removing the audience and traffic matching burden off DSPs relying heavily on cookies and legacy identifiers. Campaign performance informs media spend. High completion rates?

Viewability 59

Viewability Machine Learning CPC Ad Server 59

Digiday

SEPTEMBER 27, 2022

Google may have yet to deprecate the third-party cookie in its Chrome browser, but publishers have been dealing with the online tracking mechanism’s absence in browsers like Apple’s Safari and Mozilla’s Firefox for years. It requires the bidders and the marketers to put a value on what we’re considering non-addressable.

Cookies 59

Cookies Viewability Impressions Ad Inventory 59

Martech

OCTOBER 14, 2021

DoubleVerify, the platform known for supporting ad viewability and brand safety and combatting ad fraud this week launched Custom Contextual targeting for its DV Publisher Suite. With the demise of cookies, more precise contextual advertising is one way to reach relevant audiences without infringing on privacy. Why we care.

Advertising 87

Advertising Viewability Cookies Audience 87

Digiday

DECEMBER 8, 2022

Gauging consumer attention with viewability and media quality metrics. Marketers are finding viewability metrics to be some of the most critical elements for measuring consumer attention levels. After all, if an ad isn’t meeting basic viewability standards, it will most likely not achieve high ROI.

Viewability 53

Viewability Cookies Audience ROI 53

Ad Monsters

JUNE 16, 2022

And while what life looks like post-cookie ran throughout the two days of knowledge sharing, there was a deep focus on what is actually happening right here and now and why you should be paying closer attention. Retail Media Networks represent an oasis in a data desert, 3rd party cookies have been a mirage.”

Viewability 52

Viewability Cookies Retail eCommerce 52

YieldBird

JUNE 14, 2023

Digital publishers face formidable obstacles like advanced ad-blocking and the impending demise of third-party cookies, compelling them to adapt and adopt alternative strategies to uphold or enhance their advertising earnings. The 3 main pillars of our refresh strategy are control, monitoring user behavior, and viewability.

Click Through Rate 52

Click Through Rate Viewability Fill rate Ad Inventory 52

YieldBird

JUNE 14, 2023

Digital publishers face formidable obstacles like advanced ad-blocking and the impending demise of third-party cookies, compelling them to adapt and adopt alternative strategies to uphold or enhance their advertising earnings. The 3 main pillars of our refresh strategy are control, monitoring user behavior, and viewability.

Click Through Rate 52

Click Through Rate Viewability Fill rate Ad Inventory 52

VideoWeek

AUGUST 25, 2022

This data was collected using Amplified Intelligence’s attentionTRACE mobile app, which combines facial footage from phone cameras with metadata on viewability, scroll patterns, sound and phone orientation. Video formats, encompassing i nterscroller, native video and native pre-roll adverts, drove average active attention of 2.73

Video Ads 124

Video Ads Cookies Viewability Banner 124

Martech

SEPTEMBER 20, 2023

The solution will not track the behavior of individuals but rather accounts, based primarily on IP addresses (cookies are not in play here). The aim is to provide visibility into reach, engagement and conversion, thus uncovering efficiencies and inefficiencies in marketing investments. But pixels are nothing new.

Cookies 87

Cookies Viewability Audience Marketing 87

YieldBird

NOVEMBER 10, 2023

Yet, without a sound targeting framework, delivering excellent ad exposure, encompassing viewability, impressions, and clicks, becomes challenging. Despite industry concerns about third-party cookie tracking and ID solutions, this holiday season emphasizes the value of a targeting strategy grounded in first-party data.

Viewability 98

Viewability Impressions CPM Conversion Rate 98

Ad Monsters

JUNE 23, 2022

At Cannes, pubs were encouraged to shift gears from thinking about cookie deprecation as a bad thing and instead just find new strategies for solving for addressability. With the end of cookies, pubs need to consider that maybe attention metrics aren’t such a crazy idea afterall. Agency Loft (@Agency_Loft) June 23, 2022.

Ad Tech 104

Ad Tech Advertising Cookies Viewability 104

Digiday

MARCH 22, 2023

Asaf Shamly, CEO and co-founder, Browsi With user experience at the forefront of many publishers’ minds, the eventual deprecation of third-party cookies is bound to wreak havoc for those who haven’t quite figured out how to adjust their ad model to the coming change. People are dynamic. Building loyal audiences is heavily dependent on it.

Cookies 59

Cookies Ad Tech Viewability Audience 59

Basis

DECEMBER 6, 2022

Cookie Free. As marketers prepare for the eventual demise of third-party cookies , contextual targeting offers a tried-and-tested, cookie-free solution that brands can ( and should! start testing and refining now. Cost-Efficient. Reach Niche Audiences.

Cookies 65

Cookies CPC CPM Viewability 65

Automatad Inc.

JANUARY 23, 2024

Share Tweet Share Advertising without cookies is the talk of the media town! PAAPI enhances user experience through relevant ads, adding value to the website, such as increased traffic, ad viewability, and ad revenue. If PAAPI is used correctly, it can be strengthened by the data from Topics API and other cookie-less standards.

Audience 52

Audience Cookies Ad Server Viewability 52

PubMatic

MAY 24, 2022

Our customers have consistently expressed interest in leveraging all cookie-alternative targeting tactics in one central location to easily understand which signal, whether alternative ID, contextual, or even publisher-defined signals, will deliver on their campaign objectives. Learn more about Connect here.

Audience 62

Audience Media Viewability Cookies 62

Media Math

MARCH 22, 2022

You may view Tom and Jerry as the walled gardens vs. the independents, SSPs vs DSPs, or Cookies vs. RampID, but there’s no shortage of one chasing the other in the hopes of convincing the industry (or worse, investors) where to put their money. There’s a lot of cat and mouse playing out in programmatic advertising. Find your identity.

Header Bidding 91

Header Bidding Advertising Cookies Viewability 91

InMobi

JULY 20, 2020

Myth #5: In-App Ads Have Low Measurability While independent third-party measurement providers like Moat, IAS and DoubleVerify provide viewability measurement, the launch of IAB’s Open Measurement SDK ( OM SDK ) has eliminated the need to implement separate SDKs for accurate viewability verification.

Advertising 52

Advertising Viewability Cookies Click Through Rate 52

Monetize More

JULY 19, 2022

S2S is excellent for campaigns that require high viewability rates as ad rendering is much faster than that from client side header bidding. One of the significant challenges faced is cookie mismatch or cookie syncing latency. Client-side header bidding does not face the same problem since the cookies are stored in the browser.

Header Bidding 98

Header Bidding Ad Server Cookies Ad Inventory 98

Ad Monsters

APRIL 5, 2024

We conduct thorough web interrogations using machine learning to scrutinize each publisher’s URL, gaining transparency into vendors, tools, beacons, pixels, and cookies. Our PCI serves as a compliance score. This process allows us to discern consent management solutions, analytic tools, data brokers, and more. AB: The U.S.

GDPR 104

GDPR Impressions Machine Learning Viewability 104

Digiday

JANUARY 8, 2023

Nordic publisher Schibsted grew tired of waiting for advertisers to place their bets on an alternative to third-party cookies, so it made the choice for them. What we’re doing is making it easier for advertisers to access our audiences without third-party cookies.”. That choice was, perhaps unsurprisingly, its own first-party IDs.

Cookies 65

Cookies Marketing Ad Tech Viewability 65

Martech Series

NOVEMBER 7, 2022

By integrating Playground xyz’s award-winning Attention Intelligence Platform (AIP) with GumGum’s market-leading contextual solution, advertisers will be able to move beyond basic viewability metrics and understand the true impact of their advertising. Attention Time is the North Star for ad effectiveness.

Viewability 77

Viewability ROI MarTech Cookies 77

Martech

MARCH 6, 2023

While cookies are going away, IP targeting is here to stay. Viewability Viewability refers to whether a viewer saw the ad. Viewability is determined by dividing the number of viewable impressions by the total number of impressions.

Viewability 75

Viewability Conversion Rate Impressions Conversion 75

VideoWeek

AUGUST 23, 2022

What’s the role of the OVP in a post-cookie world? When you’re starting from scratch in the post-cookie world, it takes a lot of time to compile enough data for it to be statistically significant as a contextual signal. That means we can prove, and improve, our methods so that they’re comfortably able to replace the cookie one day.

A/B Testing 98

A/B Testing Cookies Viewability GDPR 98

Martech

OCTOBER 15, 2021

DoubleVerify, the platform known for supporting ad viewability and brand safety and combating ad fraud, launched Custom Contextual targeting for its DV Publisher Suite this week. With the demise of cookies, more precise contextual advertising is one way to reach relevant audiences without infringing on privacy.

Audience 81

Audience Cookies Machine Learning Viewability 81

Monetize More

DECEMBER 26, 2022

What’s more, in this era of ad blocking, third-party cookie blocking, and ever-increasing privacy regulations, advertisers cannot simply and easily intrude on the digital wanderings of a consumer. Full transparency prevents misunderstandings and advertiser concerns over viewability. Simple But Not Quite That Simple. Let’s Recap.

Viewability 52

Viewability CPM Ad Inventory Ad Space 52