“Viewable” Ads Come to Yahoo

Jun 26th, 2014 | By | Category: Ad Operations

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In the world of digital media, marketers are increasingly paying only for ad placements that Web surfers can actually see. Yahoo is the latest major online ad company to offer that functionality, with a product it calls Yahoo Prime View.

Yahoo’s offering is simple — it uses technology to detect whether an ad appears on a users’ screen, or if it’s tucked away on a part of Web page that the user never scrolls far enough to see. As a result, it will now sell ads with 100 percent “viewability” guarantees.

“We know that advertisers want to be confident their message is reaching consumers, so Yahoo’s offering assures advertisers only pay for viewable impressions,” read a blog post published today by Scott Burke, Yahoo’s senior vice president of advertising and data platforms.

Various online ad companies now offer marketers viewability guarantees, including Google. But Yahoo claims it’s the largest publisher to do so.

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In March the Media Rating Council — the industry association that establishes common media measurement standards — said marketers should begin buying display ads based on viewability metrics if they wish. (The measures don’t apply to video ads, although the MRC is evaluating similar efforts for video.)

“This will allow marketers to better understand the effectiveness of their online advertising and return on investment from their campaigns,” said David Gunzerath, senior vice president and associate director at MRC.

[source:Blogs.wsj.com]

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