The Critical Need for Accredited Third-Party Measurement for Viewability of Digital Advertising
Executive Summary
ANA conducted a member survey on the issue of independent third-party measurement for viewability of digital advertising. Some large digital media owners do not allow third-party measurement vendors to report viewable ad impressions to their clients and instead, 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, to determine if their ads performed as contracted. Key survey findings include (a) an overwhelming 97 percent of marketers believe that the larger digital media owners should allow their inventory to be measured by a third party and (b) 61 percent of respondents would shift their spending elsewhere, if a digital media owner does not provide third-party measurement.
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Source
"The Critical Need for Accredited Third-Party Measurement for Viewability of Digital Advertising." ANA, 2015.