Bad Metrics Will Make Ad Blocking Worse

▤ Summary

While there are viewability standards, frequency caps and white lists in place, any real value in these controls is often sacrificed in the name of completing the campaign before the end date. Digital media buying is now in the middle of a drastic shift as more conflicts of interest emerge with vendors, agencies and publishers. With people at the top of brand organizations wanting more accountability, ad blocking can actually serve as a catalyst for change. With this one change, a media plan can be turned virtually upside down as publishers that actually capture a consumer’s attention get more credit than those that throw a ton of barely viewable ads at them. Media planners who understand what consumers respond to are experimenting with very different ad formats in digital, formats that actually blend into a consumer’s online experience rather than interrupt it, ranging from native ads and sponsored content to strategies that favor engagement with streaming video and in-app messaging.

▦ Linked Companies

AdYapper

$1M to $5M