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December 16, 2014, Article

Article

PerformanceIN: What North America is Saying: 21 Experts on Marketing in 2015

It’s not easy to determine which direction performance marketing will take next year. To get a new perspective, we asked 21 experts from a variety of North American companies what they expect will be the biggest industry developments in 2015.

Jenn Vlahavas, VP of Account Strategy, MediaMath
“Viewability: As marketers continue to leverage viewability as a key campaign performance metric, they should consider moving away from a simple ‘percent of impression’ model to a cost-per-viewable-impression (CPVI) approach.  A partner that measures at 45% viewable at a $3 CPM provides a greater value to a marketer than a partner that drives 65% at a $7 CPM.  As the measurement landscape grows, we need to ensure we’re examining the metrics in a way that truly measures the impact of marketing dollars.”

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