January 28, 2016

GroupM Lifts Online Ad ‘Viewability’ Standards To Improve Trust

Australia’s biggest advertising buyer has admitted there is a serious trust issue with online media amid concerns about viewability, traffic fraud and ad blocking.

GroupM, the media agency owned by British ad giant WPP, which spends $2.844 billion on local media, has introduced new viewability standards to restore confidence as marketers aggressively challenge media companies to prove the online ads they sell actually appear on users’ screens, as opposed to parts of web pages people never see.

Chief digital officer John Miskelly, whose annual digital media budget in terms of bookings is about $711m, has stolen a march on his agency rivals by clinching an agreement with Australia’s major publishers.

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GroupM

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