Unilever's Viewability Definition; Private TV Exchanges

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Higher Standard For ‘In View’

Unilever wants to upwardly define the viewable impression. Ad Age reports that the CPG giant — along with Mindshare/GroupM — are insisting that an ad be 100% in-view before it is counted. That’s tougher than the industrywide Making Measurement Make Sense (3MS) standard of 50% in-view for one second. “Unilever and GroupM are both organizations that actively participated in 3MS,” bemoaned IAB’s Sherrill Mane. “It’s really a shame, because you want to start somewhere and build, not say we did this hard work but I don’t care.”

Private TV Exchanges Cont.

TV companies are adopting private exchanges for their digital video ad space, but it’s not pure automation. “This is not a giant machine that everyone just plugs into. … It still requires intelligent dialogue with clients and agency partners on how we can add value and help them accomplish their media objectives in a more meaningful way,” NBCU digital strategy exec Krishan Bhatia tells Broadcasting & Cable. Read it. Buyers are ready. “We’ve been very vocal about moving to private marketplaces where we can have the controls in place to make sure clients are actually getting what they’re paying for,” said GroupM’s chief negotiating officer, Rino Scanzoni. Pair with AdExchanger’s interview with Bhatia.

Publishing + Commerce

Lucky Magazine plunged deeper into commerce when it spun off from Condé Nast and merged with online retailer BeachMint. Now, the publisher claims its independence is driving ad revenue. “Our biggest revenue stream is advertising, but the advertising market has changed, and it’s going to continue to change,” said The Lucky Group’s president, Gillian Gorman Round. “So the fact that we are our own company allows us to work in a different way with the advertising community. We own our own engineering, we own our own data. We will understand everything about our customer, which is incredibly powerful for our advertisers.” Read on via Adweek.

Opera’s Next Act

Opera Software’s mobile browsers will reach millions of new consumers through a deal with Microsoft, which owns the Nokia device business. Opera’s CEO Lars Boilesen tells The Wall Street Journal that “there are about 100 million Nokia handset owners — a fourth of them in India — using Nokia’s Xpress Web browser who will now be migrated to Opera’s browsers.” More. Opera has a large advertising subsidiary, Opera MediaWorks. Read AdExchanger’s coverage.

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