Advertisers are not confident that their digital working media meets industry viewability standards and are calling for impartial verification, according to a new report published by the Association of National Advertisers (ANA). The report, which was commissioned in response to an Australian Federal Government’s consultation on advertising standards, found that only one quarter of advertisers were satisfied with how online ads appeared online.
Advertisers are not confident that their digital working media meets industry viewability standards and are calling for impartial verification, according to a new report published by the Association of National Advertisers (ANA). In a survey of over 150 of its members to understand marketers' perspectives of viewability verification procedures used by digital media owners, the ANA found, among other things: 97% of respondents believe that all digital media owners' inventory should be measured by a third party; 61% would shift their spending elsewhere if digital media owners did not provide independent measurement; and almost two-thirds feel "very strongly" that a digital media owner should have their "internally derived metrics" accredited by a third party such as the Media Ratings Council.