Hasta La Creative!

GroupM and Conde Nast caught a lot of people off-guard when the publisher agreed to only charge the media agency’s clients for ads that were guaranteed to are entirely viewable by comsumers, a tougher stance than the industry was pushing.

“I got emails from all of my peers in the industry saying, ‘What did you do? Are you crazy?'” Conde Nast’s senior VP-digital sales Lisa Valentino said on Tuesday at the first day of Ad Age’s Digital Conference in New York.

However the agreement may not be as crazy as it sounds. For starters, it only applies to industry-standard banner ads, the typical squares and rectangles adjoining articles on publishers’ web pages, according to GroupM’s chief digital officer, Rob Norman, who joined Ms. Valentino and Ad Age’s Michael Sebastian on stage. “This is only dogmatic within that narrow prism of IAB standard units,” he said.

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