{"id":606,"date":"2014-02-25T06:29:50","date_gmt":"2014-02-25T06:29:50","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/universal-mccann-exec-cohen-thinks-iab-will-put-spotlight-on-viewablility-this-year-2\/"},"modified":"2018-01-16T18:48:20","modified_gmt":"2018-01-16T18:48:20","slug":"universal-mccann-exec-cohen-thinks-iab-will-put-spotlight-on-viewablility-this-year-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/universal-mccann-exec-cohen-thinks-iab-will-put-spotlight-on-viewablility-this-year-2\/","title":{"rendered":"Universal McCann Exec Cohen Thinks IAB Will Put Spotlight On Viewablility This Year"},"content":{"rendered":"

By:\u00a0Troy Dreier,\u00a0MediaPost<\/em><\/a>
\nViewability continues to be an important issue for video advertisers. How do you know that your ads are being shown where they\u2019ll be seen? And how do you that the impression metrics you\u2019re seeing reflect actual views by humans that could become customers?<\/p>\n

As video publishers and advertising companies attempt to make online video a challenger to TV, they know that they need to provide concrete answers on viewability. Luckily, standards may be on the way.<\/p>\n

Speaking at the recent IAB Annual Leadership meeting, David Cohen, chief investment officer for media planning agency\u00a0Universal McCann, said that some advertisers aren\u2019t getting what they\u2019re paying for.<\/p>\n

\u201cThere\u2019s a good bit of nefarious activity that\u2019s going on out in the world in both display and video,\u201d Cohen said. \u201cIt\u2019s a pretty big problem, whether that\u2019s fraud that\u2019s perpetuated by robots or non-human activity or piracy or privacy concerns. There\u2019s definitely a lot of stuff going on there. We\u2019re very, very vocal in the space to try to make it a clean, bright, well-lit environment for marketers and advertisers.\u201d<\/p>\n

The goal of viewability measurements and standards is to let advertisers feel confident with online video advertising.<\/p>\n

\u201cWe\u2019re measuring all impressions that we\u2019re putting out into the marketplace and also measuring those that are viewable. Our desire with publishers is to only pay for those that 100 percent in-view,\u201d Cohen said. \u201cThe industry is not quite there yet.\u201d<\/p>\n

So when are we going to see a set of standards put in place? While it\u2019s hard to say exactly, Cohen thinks that it will be sooner rather than later.<\/p>\n

\u201cWe think that 2014 is going to be the year that we roll out viewable metrics, and pay based on our ability to see ads,\u201d Cohen concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"

Viewability continues to be an important issue for video advertisers. How do you know that your ads are being shown where they\u2019ll be seen? And how do you that the impression metrics you\u2019re seeing reflect actual views by humans that could become customers?<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-606","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nUniversal McCann Exec Cohen Thinks IAB Will Put Spotlight On Viewablility This Year - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/universal-mccann-exec-cohen-thinks-iab-will-put-spotlight-on-viewablility-this-year-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Universal McCann Exec Cohen Thinks IAB Will Put Spotlight On Viewablility This Year - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Viewability continues to be an important issue for video advertisers. 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