Eyeview - Adtech Industry Knowledge

Ari Paparo is a longtime builder, explainer and sometimes lampooner of ad tech. And now he's a CEO. The former product executive with Google, Nielsen and AppNexus has taken the wraps off his new company, Beeswax, which provides a licensed "Bidder-as-a-Service" technology geared to two primary constituents: (1) ad tech firms, such as ad networks... Continue reading »

As video commands a larger portion of advertising budgets, it's not surprising that video viewability is a chief concern. But once this issue is satisfactorily addressed, marketers need to know what other metrics matter. It's great if all of an advertiser's videos meet the IAB viewability standard, but does that matter more than completion rates or other engagement metrics? If ads are always seen, but the message never connects, did the campaign accomplish any of its goals? These are major questions, and once marketers are comfortable with viewability, the following metrics will take on even greater importance.

In a recent survey of more than 2,200 consumers worldwide, 63 percent of respondents said that they are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic advertising messages repeatedly.

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