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Telefónica to buy in-app mobile ad impressions that are 100% viewable via Millennial Media


By Seb Joseph | News editor

May 12, 2015 | 3 min read

Telefónica is to buy in-app mobile impressions that are 100 per cent viewable, a guarantee it has been promised by revamped, tougher measurement standards from Millennial Media.

Advertising within apps is tipped to be one of the driving forces of mobile advertising revenues by researchers and industry observers alike. However, concerns over the viewability of ads on smaller screens has made many advertisers reluctant to put more into the pot though Telefónica is now ready to back what it feels is trustworthy inventory at scale.

This has been prompted by ad marketplace Millennial Media's move to supply the highest standard possible by which to package its media. The 100 per cent guarantee comes from an audit of the network's inventory that was conducted earlier this year by ad verifier Integral Ad Science. Both companies then worked with publishers on making the technical changes needed to elevate viewability.

It means that banner ads and interstitials bought on the ad network by Telefónica or any of its other advertisers are fully in-view when served. Other formats may be added at a later date, according to Millennial, and plans are already underway to take the pledge programmatic through the Millennial Media Exchange.

Daniel Michelson, digital innovation and capability lead at Telefónica UK, said now is the time to “push the industry forward in innovation and standards”. It is an issue shared by a growing number of major advertisers including Unilever, Kellogg’s and TalkTalk, which have all tried to be more progressive in terms of the methods they apply to their media buying strategies.

Millennial Media’s guarantee is delivered using a mix of optimised data, Mobile Rich Media Ad Interface Definitions (MRAID) to determine the length of time the ad is in-view as well as limits to their placements at the top or bottom of screens.

The rush to monetise the media within apps comes as fewer mobile users are willing to pay for apps. While app usage is on the rise, just one third of all mobile users in the US would pay for an app, according to eMarketer.

Despite this, there is an opportunity for alternative monetisiation models around mobile apps such as in-app advertising, in-app purchases and subscriptions. Most (93 per cent) mobile users and more than 90 per cent of tablet users will download and install apps, revealed eMarketer.

Jason Kelly, president of managed media at Millennial Media, said: “2015 is a year of transition. This is the year that viewability standards will be defined and we are excited to work with the IAB and MRC to develop the measurement technologies and standards. We will make data from all campaigns available to the IAB and its working groups to help them understand the drivers of viewability and how to improve it.”

Millennial Media Telefónica Technology

Content created with:

Integral Ad Science

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit

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