‘Advertisers willing to shift spend over viewability: report’ – ‘Econsultancy’ Blog
Patricio Robles says, “Is there a disconnect between what marketers say and what they do? When it comes to the viewability of their digital ads, it appears the answer may be yes.
According to the Association of National Advertisers (ANA), 97% of the 154 members that participated in its survey indicated that they believe larger media sellers should allow third parties to measure their inventory.
Furthermore, 65% stated that the Media Rating Council (MRC) should provide accreditation for media sellers’ internally-derived metrics.
The consequences for media sellers could be significant – if advertisers are to be believed.
Well over half (61%) of the ANA’s survey respondents claimed that they would shift their budgets away from media sellers which don’t offer third-party measurement“.
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