the road to viewability
Post on 12-Jan-2017
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T H E R O A D T O
ViewabilityWITHOUT THESE FORMATIVE MOMENTS, THE ADVERTISING
INDUSTRY WOULD NEVER HAVE DEVELOPED AN APPRECIATION FOR
QUALITY, IN-VIEW IMPRESSIONS.
D I G I T A L A D V E R T I S I N G S P E N D R E A C H E D $ 2 6 B I L L I O N I N T H E U S .( H A L F O F W H A T I T I S T O D A Y )
appeared on HotWired,
an offshoot of Wired magazine
1994THE FIRST BANNER AD
S O U R C I N G
1 Advertising Age, “Happy Birthday, Digital Advertising!”, October 26, 2009
2 eMarketer, “Digital Ad Spending, United States, 2008-2012,” 2016
20102011
3 M S I S F O U N D E D
to make digital media more
valuable for marketers
I A B L A U N C H E S
S A F E F R A M E T H E F I R S T
V I E W A B I L I T Y M E A S U R E M E N T
T H E 3M S P R O P O S E S F I R S T V I E WA B I L I T Y S TA N D A R D
2012
V I E W A B I L I T Y G O E S M A I N S T R E A M !
2014with the MRC’s “Web Viewability Guidelines”
JUNE 2016M R C R E S P O N D S T O N E W
C O N C E R N S W I T H T H E “ M O B I L E V I E W A B I L I T Y G U I D E L I N E S ”
and publishers begin transacting on vCPMJULY 2016T H R O U G H A D E E P E N E D
R E L A T I O N S H I P W I T H M O A T ,
P A N D O R A P R O V I D E S
A D V E R T I S E R S W I T H 1 0 0 %
I N - V I E W I M P R E S S I O N S
A C R O S S P L A T F O R M S .
2013COMSCORE REVEALS THAT
ARE NEVER SEEN54% OF ONLINE
DISPLAY ADS
CAUSING THE INDUSTRY TO
BECOME OBSESSED WITH
VIEWABILITY
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