Google is getting third party validation for its video ads from MRC. Third party accreditation by MRC will give YouTube advertisers the confidence they need to allocate their budgets for YouTube advertising.
This is a 3 part series that discusses attribution methods in the digital marketing landscape. For example attribution is commonly attributed to the last website where the click was originated however newer methods take viewability of the ad and the time spent for the attribution
The Media Rating Council has defined a new standard for video viewability - it says a video ad is only deemed viewable if 50 percent of it is visible on a user's screen for at least two consecutive seconds. That means if a video ad is playing on part of a webpage a user never scrolls far enough to see, the advertiser won t be charged for it. The idea is to prevent advertisers wasting money on ads that never actually reach consumers eyes.
Making Measurement Make Sense (3MS) is an ecosystem-wide initiative to propose standards for metrics and advertising "currency" that will enhance evaluation of digital media and facilitate cross-platform comparison for brand marketing.
SafeFrame provides a controlled environment for publishers to serve third-party advertisements. Advertisements run in an IFrame, and have access to viewable geometry data, expansion, and other features as allowed by the publisher
Comscore Addeffx offers validated Campaign Essentials (vCE) a holistic ad delivery validation solution that provides deep campaign insights, in-flight reporting and daily alerting for convenient and effective campaign management.
It turns out - and this may surprise you - that advertisers do care if their ads are actually appearing in front of paying customers. Earlier this year, ComScore released the results of a study of 12 big-name advertisers in which it found that about 30 percent of the online ads purchased by these companies never reached an eyeball.