Advertising trade groups spent years developing standards for online ad viewability before they were approved earlier this year. Now, one of the world's biggest marketers and a major media-buying company have officially come out and said those standards aren't high enough.
Unilever and GroupM, whose Mindshare agency handles the marketer's buying, are working with standards for online display and video ads tougher than those set through a process started more than two years ago by the cross-industry Making Measurement Make Sense (3MS) group. That initiative included the Association of National Advertisers, of which Unilever is a member; American Association of Advertising Agencies, to which GroupM belongs; the Media Rating Council, which is charged with evaluating measurement systems; and the Interactive Advertising Bureau.
Unilever's higher standards raise questions about whether the industry's online standards will stick and whether broader industry efforts to develop cross-platform media metrics can win universal acceptance.
Will Unilever's Higher Online Standards Jeopardize Industry Effort?
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