Opinion: Rethinking the video ad business one (apples-to-apples) impression at a time
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When the concept of viewable vs. non-viewable impressions was introduced into the digital marketplace, I remember thinking “the industry really doesn’t need this friction right now.”
Many in the business were hoping to put the genie back in the bottle, but technology had matured to the point where we could now determine if an ad was called, served, and viewed. And if it wasn’t, there was no value to an advertiser and obviously we shouldn’t be paying for ads that were never seen. This then led to an assumption that publishers will increase prices (of the viewable impressions) to ensure the viability of their business.
The truth was, nothing was really changingthe industry had been operating under a false premise and advertisers had been subsidizing non-viewable impressions for years. Today, the way we measure and buy digital video ad impressions is based on viewable, bot and fraud-free impressions bought against a particular target audience.
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