Despite the Media Rating Council’s efforts to standardize a common video viewability metric – 50% in-view for two consecutive seconds being the running metric – advertisers, publishers and trade organizations like the Interactive Advertising Bureau (IAB) don’t agree on what constitutes viewability. Some advertisers insist on the lofty goal of 100% viewability, while the IAB said a more attainable short-term goal is 70%.
“You can’t guarantee 100% viewability because people do ignore ads – that’s normal human behavior,” Wilson said. “What you can do is try and ensure marketers get the most viewable impressions at the most cost-effective price.”
TubeMogul will also invest further in TV automation and a cross-screen planning and buying system that encompasses linear TV, video on demand and other formats. Because consumers view on multiple screens, it will include measures for unduplicated audience reach.
Before the turn of the new year, TubeMogul touted a new buying platform called Programmatic TV (PTV), which provided access to broadcast supply-side platforms AudienceXpress, clypd, FreeWheel, placemedia and WideOrbit.
While the system automates data application to inform planning and audience buying, it doesn’t yet automate real-time buying. Planners can reserve PTV inventory through a multistep process, but TubeMogul needs to add additional automation to traffic more inventory and make it accessible to buyers. It’s working with each supply-side partner to do this, and Wilson said WideOrbit is farthest along.