Yes, viewability is important, but it’s table stakes. Rather than seeing viewability as a metric to watch, recognize it for what it is: The starting point.
Viewability isn’t something advertisers should need to chase after; it should be table stakes. ComScore’s move allows advertisers to focus on deeper metrics.
The top streaming TV device wants to help marketers plan campaigns across traditional and online platforms, so it’s offering comparable Nielsen metrics.
According to ComScore, programmatic buying might be more efficient, but it’s also rife with fraud when it comes to desktop video advertising.
It’s a step online video advertisers have been waiting for: With vCE now baked into the Roku OS, it’s easy to compare campaign performance across platforms.
In the U.S., only 41 percent of desktop video ads are viewable. Invalid traffic resulting from programmatic ad buying is causing real problems for advertisers, a report says.
Forget small sample groups—we’re in the era of big measurement now with millions of screens being counted. But that’s just a lot of data without insight.