Steve Doyle, InSkin Media’s CCO, spoke to CB News about the current status of the viewability debate, and its implications for the digital advertising industry.
“Visibility in Online Advertising is a prerequisite, a starting point, but it is not sufficient in itself to engage the consumer,” Steve Doyle, CCO, InSkin Media
According to Steve, the key factors driving consumer engagement in online advertising are content and quality of advertising, as well as creativity. For the future, Steve envisions a change in measuring ad inventory: measurement needs to be based on viewable impressions ( vCPM ), as opposed to the current model which only measures served impressions (CPM). A possible scenario would be an open-source approach for measuring viewability that builds on the industry standards that are already commonly agreed and implemented.
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