The Critical Need for Accredited Third-Party Measurement for Viewability of Digital Advertising

November 24, 2015

By Bill Duggan

ANA just released the white paper, “The Critical Need for Accredited Third-Party Measurement for Viewability of Digital Advertising.” The key issue this addresses is the fact that some large digital media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients. Instead, they rely on internally derived metrics that have not been independently verified. This means marketers must trust the viewability metrics provided by those digital media owners, without any independent verification (i.e., from the Media Rating Council), to determine if their ads performed as contracted. Our ANA member survey had 154 responses and key findings were:

  1. An overwhelming 97 percent of marketers believe that the larger digital media owners should allow their inventory to be measured by a third party.
  2. If a digital media owner does not provide third-party measurement, 61 percent of respondents would shift their spending elsewhere.
  3. Sixty-five percent of respondents very strongly feel that a digital media owner should have its internally derived metrics accredited by the Media Rating Council.
  4. The vast majority of respondents — 90 percent — are not fully confident that their working media dollars in digital platforms are being served in a manner that meets industry viewability standards.
  5. Only 36 percent of marketers are “very” familiar with the issue of the need for independent third-party viewability measurement. Meanwhile, 64 percent are either “somewhat” or “not at all” familiar.


Key ANA calls to action are:

  • All digital media owners should allow their inventory to be measured for viewability by a third party.
  • Marketers and their agencies should only use third-party ad measurement vendors that have been accredited by the Media Rating Council for current industry-agreed viewability standards.    

ANA strongly encourages marketers to demand greater transparency and accountability for their digital media investments, support accredited third-party verification, and ensure that includes the measurement of viewable impressions. Have an active voice, ask questions, and understand how your media investments are being measured and optimized. It’s your money — invest it wisely.


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