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"Moving the dial: viewability for online branding"- Steve Doyle, CCO, InSkin Media
“It’s time advertisers woke up to the fact that not all impressions are equal”, Steve Doyle, CCO, InSkin Media
Steve Doyle, Chief Commercial Officer, InSkin Media
In this article, Steve shares his opinion on how viewability will become an important metric for savvy brands who want to identify whether their ads are seen and accounted for, but is actually a gatekeeper to a deeper debate on the value of an ad placement.
Steve believes that the challenge remains the incongruence between the Measurement Debate (“Did the ad have a chance to be seen?”) and the Trading Debate (“I only want to pay for an ad over x% in-view”).
“Not all impressions are equal, and not all engagements and interactions mean the same thing. Being able to demonstrate this at scale is key“.
Steve joined ISM in 2009 and he is responsible for all ad sales revenue, and agency/advertiser adoption of ISM’s innovative ad formats globally.
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