AOP calls for standardised metrics for viewable ad impressions
The Association of Online Publishers (AOP) Commercial Group is calling for premium publishers to come together to establish a common metric for viewable ad impressions to boost overall ad transparency and value.
The Group has stated it should become a “strategic goal” to standardise how much of an ad a consumer actually can see, dismissing the methodologies and technologies currently available saying they “fail to deliver comparable results”.
Jamie Labate, chair of the AOP Commercial Group and deputy managing director of advertising at Dennis Publishing, said: “The generally accepted definition of a viewable impression is that at least 50 per cent of the ad is on screen for a second. But how does this help us value ads on screen for three minutes?
"Is this advert worth 180 times the one-second viewable impression? Are advertisers willing to pay that much more, or only two or three times as much?
"If 75 per cent of an advert appears on a consumer’s screen, is an advertiser willing to pay more for this? These elements and others need to be part of the commercial debate.”
The AOP Commercial Group is meeting with digital chiefs at ad agencies to garner opinion on the subject and AOP publisher members have already begun running tests of potential technology solutions.
The aim is to establish a commercial and technological framework publishers and advertisers can use as a standardised metric for viewable impressions.
Sam Finlay, deputy chair of the AOP Commercial Group and head of advertising at IPC, said: “We need to start resolving the core issues of value now as some agencies are already using viewable impressions in their decision-making and campaign planning. We can foresee the day when agencies will want to bring the metric in to their commercial negotiations.
“The debate ahead of formulating a standard measure will undoubtedly get heated at times, but both sides of the industry have much to gain. We look forward to hearing everyone’s contribution.”