Integral Ad Science’s CRO: brands are demanding custom metrics for greater transparency
As P&G’s top boss Marc Pritchard’s call to the industry to ‘clean up its act’ reverberates around the industry, companies are starting to respond. WPP’s media arm GroupM now requires 100% of its ads to be in view for at least one-second. According to Mike Iantosca, CRO at Integral Ad Science, this is a start of things to come in the media industry.
“Digital budgets have gotten so big that advertisers really need to understand where their media is running and if it’s of the quality that they demand. Secondly, they want to have an aligned investment strategy.
"As they are buying over multiple publishers, networks and DSPs, they want to understand things like viewability, brand safety and fraud across those publishers and be able to measure all of them with a common yardstick,” he told the Drum at Dmexco.
He added: “They want to understand how these custom metrics relate back to performance. Whether that’s in-store visits for a fast-food company or offline sales for a FMCG company – they need to understand how this affects that outcome.”
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Iantosca says there needs to be better communication between advertisers and publishers on the custom metrics they are being evaluated on. He also sees the industry taking “media quality beyond just an impression level”.
Watch the full video above to get Iantosca’s views on trends to come and how publishers and advertisers can avoid the confusion around custom metrics.
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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 integralads.comFind out more