Publishers “think of [viewability] as an advertising problem, but it’s actually an experience problem,”Franczyk said. “If the user is not engaged, because of content and experience, they’ll skim past the ads.”
The Washington Post has migrated its entire site to its proprietary publishing platform Arc, which allows for quick experimentation. It intends to add an analytics app to Arc that addresses the consumer experience.
With those analytics, authors will see built-in suggestions, like how to improve engagement if an article performs below average.
Arc is the Post’s corollary to Vox’s Chorus and Gawker Media’s Kinja. Like its peers, the publisher built its own because it couldn’t find an off-the-shelf solution with the right analytics, as tools like Adobe Analytics and Google Analytics are designed for ecommerce.
“There isn’t a media analytics system,” said Franczyk, who used to work in ecommerce, where off-the-shelf tools are common. “Building tools that are catered for media or publishing in general feels like our mission. “
The Washington Post plans to license its technology as a software-as-a-service offering. Four universities are using the Post’s technology, and it’s in active talks with other potential clients.