Just as major advertising players finally seemed close to defining what should count as a billable ad impression online, a few blistering comments from AmEx show that the industry might be farther from consensus than many had hoped. Rachel Herskovitz, global media manager at American Express, while speaking on an industry panel on Tuesday, took the Media Ratings Council to task with comments that underscore the rift that remains between brands and digital publishers who run their ads. Specifically, she took issue with the MRC's year-old standard that 50 percent of a desktop display ad needs to be in view for one second to be an impression that brands should pay for. She also might have been referencing the MRC desktop video standard, which says 50 percent of an online spot needs to be in view for two seconds to be billable. "I don't agree with MRC standards," said Herskovitz, according to AdExchanger. "Their definition of viewability doesn't make sense. No one spends a second viewing an ad. If that becomes our standard, we'll build technology around that, and I think that's a mistake." While she agreed there needs to be an industrywide definition of viewability, she seemed opposed to something as fleeting as one or two seconds counting as a billable view. Debating Policy, or Posturing? Sherrill Mane, SVP of research, analytics and measurement at the Interactive Advertising Bureau, yesterday said that her organization, the American Association of Advertising Agencies... Continue reading at 'AdWeek'
[ AdWeek | 2015-02-27 00:00:00 UTC ]
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Just as major advertising players finally seemed close to defining what should count as a billable ad impression online, a few blistering comments from AmEx show that the industry might be farther from consensus than many had hoped. Rachel Herskovitz, global media manager at American Express,... Continue reading at AdWeek
[ AdWeek | 2015-02-27 00:00:00 UTC ]
More news stories like this