Five passes left to attend the Digiday Publishing Summit
The Media Rating Council’s guidelines on viewability are just four months old, so you’ll forgive publishers if they’re still figuring it out. At the Digiday Programmatic Summit today, a roomful of programmatic types are circling around trying to figure out just what viewability is and what it means for the industry.
Publishers, for one, have to consider a short term and long term strategy. “The short term strategy is getting solid viewability measurements to establish a base line and figuring out which of our ad slots will work for our advertisers,” said Jen Witt, director of yield management at Match Media Group. “In the long term, its reworking the design of the page for all ad slots.”
Business Insider factored viewability into their redesign, and is already seeing a boost in their ratings among advertisers, said CRO Pete Spande. “We’ve seen a huge lift in yield as SSPs are starting to rank our site more favorably,” Spande said. “Advertisers will bid more because there’s performance.”
But it’s not an easy win.
Have a look at the short videos below to find out what nagging pains publishers deal with while the industry comes together on this new metric.
“Viewability” varies from user to user (1:02 minutes)
Measurement is inconsistent (2:14 minutes)
The pricing is unclear (56 seconds)
When do you start the clock? (1:15 minutes)
More from Digiday
Olipop, Digitas and Front Office Sports are among the 2025 Digiday Awards winners
This year’s Digiday Awards winners reflect how brands are redefining consumer engagement through interactivity, cross-platform reach and data-driven personalization. The chosen campaigns stood out for using emotional storytelling to build authentic connections and for creating experiences that sparked anticipation around product launches. Global cultural relevance also played a defining role, with brands tailoring their strategies […]
Betches brings its viral voice to a new style destination for millennials and Gen Z
Betches Media yesterday introduced Betches Style, intended to offer style guidance to its largely Gen-Z and millennial women audience.
Roblox’s growth comes with growing pains between creators and ad sales
This year’s RDC came during a particularly busy period for Roblox, which is rapidly expanding its advertising business.