ISBA concerned Yahoo's Prime View ad viewability tool charges a premium for service brands should 'take for granted'
Advertising body ISBA has voiced concern that Yahoo’s new guaranteed ad viewability service Prime View is asking advertisers to pay more for “something that they really ought to take for granted”.
Concern: Isba said charging extra for viewability didn't sit comfortably
Following the announcement from Yahoo on Wednesday of its vCPM service for US advertisers, ISBA director of media and advertising Bob Wootton called on the tech business to roll the option out to UK advertisers, but said the concept of paying an extra cost to ensure ads are actually seen “doesn’t sit entirely comfortably”.
“Given the complete lack of certainty that what advertisers pay for is what they get, Yahoo has at least offered a solution,” he said.
“However, it doesn’t sit entirely comfortably that brands are being asked to pay a premium for something that they really ought to take for granted.
“That said, if the price is right, there will be great appetite for this service and we would urge Yahoo to roll it out across the pond as soon as possible.”
The release of Prime View comes amid efforts across industry to solve the problem of ads that go unseen and follows the announcement from the IAB in April of an industry standard metric for recording viewed ads.
In May, the Financial Times revealed it was trialling a system of selling blocks of time to advertisers in a bid to tackle ad viewability problems.