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.”