Some of the more common characteristics seen in the early stages of new adtech include big investments in sales by adtech vendors, experimentations by marketers with limited successes, and opportunistic practices impacting the ROI of advertiser dollars. Thankfully our programmatic marketplace is starting to see its way clear, understanding that control of media buying, transparency of marketing practices, and the management of owned data, are all achievable marketing opportunities.
The IAB Standards & Guidelines Council, originally convened in 2009, continues to lead the way in indentifying and evaluating the needs of the Australian Online Advertising industry.
We spoke with a few of our council members about all things digital - from native advertising to viewability:
There's little point in spending money on advertising that people can't watch. Yet data from the US shows as much as half of all ads served are not viewable. Adap.tv's Mitch Waters explains why pre-bid data is needed to ensure advertisers are seen and heard.
Recent advancements in digital reporting technology now allow advertisers to report and optimise digital campaigns based on visibility. Simply, ad visibility is a metric that indicates how much time on average an ad placement was visible to consumers.