While digital ad viewability probably won’t be the “topic de jure” at CES 2017, GroupM is taking into account modifiers for U.S. feed-based video advertising as it takes its own viewability standards global, according to Chief Digital Officer Rob Norman. “It’s pretty well known that the GroupM viewability standards aren’t met by feed-based environments,” Norman says in an interview with Beet.tv.
This isn’t to suggest that GroupM does not have clients advertising in feed-based video. The media investment giant takes into account data showing the duration of views and uses that data “as a modifier when we’re advising clients as to how they allocate their money between different video platforms,” Norman says.
GroupM also is working on evolving viewability standards for such formats as outstream video, according to Norman. Outside of the mobile environment, the company “increasingly and almost exclusively” uses its standards for making client investment decisions.
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