August 29, 2017

GroupM Clarifies Its Updated Viewability Standards for Digital Ads

Amid Accusations of Going Soft, GroupM Clarifies Its Updated Viewability Standards for Digital Ads

It's pushing back on critics

As GroupM begins rolling out its newly updated—and newly heightened—viewability standards, it’s sharing more about what exactly it will entail.

Today, the WPP-owned media buying agency provided additional details about its global standards, updating its policies from 2014 to be more in line with brand demands and user viewing habits. The change, announced last week, are for display and video ad units on both social platforms and publishers websites.

In a blog post released today, Susan Schiekofer, chief digital investment officer for GroupM U.S., said the clarifications are meant to better explain the changes after some reports described them as a “softening” existing policies. According to Schiekofer, the new standards aim to match the speed of social platforms, which users often scroll through at a faster rate than they might on a desktop device.

“Given GroupM’s position as the world’s largest media investment group, we have heard concerns from various industry players questioning whether GroupM is effectively making it easier for even more investment to shift to the dominant digital players,” she wrote. “The answer is no. However, we must continue to track and analyze all metrics to understand the performance of new ad formats on these platforms.”

Read the full story at Adweek.


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