The Costly Drive Down the Ad Tech “Road of Regret”

April 25, 2018
/   CRM

The rapidly moving ad tech landscape is filled with great ideas, false promises and a massive waste of time and money for marketers. For years, marketers pieced together different point solutions out of fear...

2018 Trends: Box Office Breakthrough

January 2, 2018
/   Audience

It’s a challenging time for movie studios. Movie attendance in theaters continues to decline as consumers are faced with more content options across more consumption platforms. With so much content fighting for consumers’ attention,...

Your Marketing May Be Suffering From an Identity Crisis

December 6, 2017
/   CRM

As buyer journeys become more self-directed and digitally led, knowing each customer’s unique story is crucial to reaching them and getting your marketing right. But identity matching is one of the industry’s biggest challenges....

Considering DIY CRM? Beware the Job Hopper

November 27, 2017
/   CRM

You’ve seen the Martech Landscape Supergraphic with more than 5,000 tools listed on it, and hundreds crammed into the box labeled “CRM.” You might even have thought, “This is so overwhelming, I’ll just hire...

GIVING BACK: CHICAGO CARES SERVE-A-THON

July 26, 2017
/   Community

On a beautiful Saturday morning in June, nearly 50 Epsilon/Conversant associates dedicated their time, energy and sweat to making a difference by participating in Chicago’s largest day of community service – the Chicago Cares...

CRM Builders Beware: Don’t Fall Into the DIY Trap

June 14, 2017
/   CRM

Is there anything more gut-wrenching than a remodeling project gone wrong? We’ve all watched home improvement shows and thought “I’m smart. I can do that!” In reality, do-it-yourself projects can be far more difficult...

GAIN CONFIDENCE WITH UNPARALLELED AD QUALITY

June 1, 2017
/   Ad Quality

Brands are more concerned than ever about the publisher content next to their digital ads—and whether the impressions they’re paying for are actually viewable (and by humans). To ensure that these needs are being...

THINK YOU KNOW YOUR CUSTOMERS? ODDS ARE, YOU DON’T.

September 29, 2016
/   Epsilon

If digital marketers want to make an impact, they know they need to recognize their customers across all their devices and channels, in order to deliver consistent, compelling experiences. I’m not just saying that....

How Transparency Can Help Solve Ad Quality

August 11, 2016
/   Ad Quality

Ad quality is a hot topic for digital marketers, who are hunting for ways to improve viewability and ensure brand safety. But the hardest to solve may be ad fraud. The Association of National...

THE BEST MOBILE PLATFORM, VALIDATED

October 1, 2015
/   Behavioral Targeting

Conversant just took home the Mobile Media Summit award for Best New Technology/Publishing Platform for Mobile. A glance at our numbers makes it clear why we came out on top: We accurately reach over...

Understanding Personalization

January 22, 2015
/   One-to-One Marketing

A study conducted by market research and insights company Ad Perceptions and Conversant revealed that 73% of agency and brand-side marketers agree that personalization represents the future of digital. But if you spend any...

Kepler Shines at DMA Innovation Awards

October 13, 2016
/   Awards

When the Creative Technology team at Conversant set out to bring game-changing innovation to the personalized video space through a mix of HTML5, ExtendScript and Angular, we weren’t doing so in order to win...

Conversant Knows How to Have Fun

January 21, 2015
/   Culture

It’s no secret that during Q4 at Conversant, things can get a little hairy, with holiday client campaigns, Black Friday deals, Cyber Monday madness and everything in between. But, we do our best to...

GAIN CONFIDENCE WITH UNPARALLELED AD QUALITY

June 1, 2017
/   Ad Quality

Brands are more concerned than ever about the publisher content next to their digital ads—and whether the impressions they’re paying for are actually viewable (and by humans). To ensure that these needs are being...

How Conversant and FIA make every second count

March 4, 2015
/   FIA

When a child is abducted, a tornado warning is issued, or a regional alert is declared, spreading public awareness is essential as precious minutes and seconds can save lives. That’s the driving insight behind...

Demand Even More Than 100% Viewability

December 15, 2015
/   Ad Quality

If our industry had a buzzword bingo card, “viewability” would be on it. It dominates our daily conversations, overshadowing other important factors that are required to ensure true ad quality. Conversant has been at...

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If our industry had a buzzword bingo card, “viewability” would be on it. It dominates our daily conversations, overshadowing other important factors that are required to ensure true ad quality.

Conversant has been at the forefront of mobile viewability since 2006, when we built an advanced platform to minimize network latency and deliver 100% viewable in-app ads. We’ve never counted in-app impressions unless those ads were actually viewable.

We were well ahead of the curve in this regard, and we’ve watched in interest as the industry’s conversation about viewability measurement has evolved over time. At first, it largely revolved around what viewability rates were realistic under the existing parameters. Recently the debate has shifted from being about what viewability rates advertisers should expect to who should actually measure those rates.

While we’ve provided 100% in-app viewability for years, we realize that some brands want third-party measurement. So we’ve partnered with in-app measurement companies like Integral Ad Science.

As proud as I am to say that we can now offer clients a 100% in-app viewability guarantee backed by third-party verification, I’m even prouder that we’re leading the conversation on a much larger topic: ad quality.

In his recent article published by MediaPost (“6 Predictions for 2016“), Conversant SVP of Products, Raju Malhotra, summed it up when he said, “We talk about viewability as if it exists separately from ad fraud and brand safety. They are important on their own, but it’s the sum of the parts—ad quality—that leads to greater results. Focusing on viewability in the absence of ad quality will lead you to unintended outcomes.”

Think about it. What good is a viewable impression that’s being viewed by a bot? What about a viewable impression that’s delivered next to questionable content that could negatively impact your brand?

Simply put, when advertisers buy media in a digital environment, they should demand that:

  1. The impressions are viewable.
  2. Real people are viewing the ads.
  3. The media appears next to brand-appropriate content.

Ads should only be considered high-quality when all of these criteria are met, not just the first one.

I’m not suggesting that marketers stop talking about viewability—far from it. But don’t talk about it at the expense of focusing on the bigger picture.

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