ABC launches tool to gain transparency in digital ad trading

As advertisers seek to move from ‘served’ to ‘viewable’ ad impressions, ABC has today launched a viewability certification programme to raise transparency on what viewability products do.

The programme, which has been designed to support the needs of both media owners and advertisers, reports on a product’s capability to measure viewability in different scenarios and is formed of two key variables: ‘percentage in view’ and ‘time’.

It is based on a set of JICWEBS industry-agreed testing principles and will initially test on PCs and Macs through a variety of common browsers, with further roll out phases planned to cover tablets and smartphones in the future.

“As digital media evolves, new technology is enabling increasingly sophisticated ways to buy media,” said Pete Robins, founder of agenda21.

“It’s also allowing those involved to understand more about where and how advertising is being serves. The viewability of ads is one important aspect of this, and a good proactive start for the industry is for an independent check to be introduced. ABC is ideals suited to carry this out.”

David Ellison, marketing services manager, ISBA, added: “Last year ISBA members demanded a move from ‘served’ to ‘viewable’ ad impressions. If online ad impressions, particularly for brand advertising campaigns, are viewable, they can be compared to other media which offer the ‘opportunity to see’ as the basis of a trading currency.

“ISBA welcomes this approach by ABC to gain transparency in digital ad trading”