Amid calls for more stringent standards, the industry has embraced a tougher performance metric—the viewable cost-per-thousand impressions (vCPM) model—wherein marketers only pay for ads that are considered viewable.
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The viewability of non-standard ad units—which include videos, home-page takeovers, and content-rich native ads—cannot be accurately determined using the current viewability standard. This is because the basis of the standard is pixels in relation to screen size, meaning it is most effective for non-expandable formats that fit within the confines of the page—such as standard display ads.
http://www.cmo.com/features/articles/2016/9/23/viewability-blurs-the-picture-in-ad-campaign-measurement.html#gs.vkMZbmc
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