How Pubs Learn to Love Viewability: WebSpectator’s MRC Accreditation and Time as a Metric

Riddle me this – what if desktop display ads were more like TV commercials?

You hit up your favorite website and a banner ad appears at the top of the screen. As you spend 20 seconds perusing headlines or reading some quick summaries, a new banner appears. Some of you may be thinking, “Publisher ad refreshing is such a shifty practice!” But said banner was “in-view” for 20 seconds, a measurement that is verified by a third-party provider.

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Lars M. B. Anthonisen is Regional Business Lead, Southeast Asia Strategic Accounts at Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, Marketing Director at Adform and Digital Manager at Universal McCann Worldwide.

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