Earlier this week, AdAge released their white paper Viewability and Verification Through the Programmatic Lens. The report examined the current state of programmatic and what is coming down the pike, looking through the lens of viewability and verification. The paper draws upon data from a recent survey of 452 respondents from U.S. agencies, marketers and media companies conducted by AdAge on behalf of RhythmOne. I had the opportunity to contribute some insights, including a quote, to the paper. Here are some highlights of what the survey data found:
- Just over a third of Ad Age-RhythmOne survey respondents knew the IAB definition of programmatic
- 70.6% of respondents report they receive detailed information on viewable impressions from verification providers—but only 32.4% “highly trust” its accuracy
- 43.8% of survey respondents said lack of detailed measurement with high-impact units is a top challenge
- 43.3% agreed strongly that achieving complete viewability is an unreasonable ask for the very near future
To get more insights from the survey, download the full report here.