ABC has expanded the number of companies it approves for measuring ad viewability from four to six. DMA and Meetrics have been added to ABC's approved list. 2016, the Joint Industry Committee for Web Standards in the UK and Ireland (JICWEBS) highlighted the problem of fragmentation in measurement techniques used by different ad tech companies. Viewability of video ads will be one of the biggest issues the industry faces in Earlier in the year, as advertisers demand increased checks when paying for digital inventory. This news coincides with Guardian News & Media’s announcement of its 'Response+ Assured' programme, which offers 100% viewability in the UK.
ABC has expanded the number of companies it approves for measuring ad viewability from four to six. DMA and Meetrics have been added to ABC's approved list. Earlier in the year, the Joint Industry Committee for Web Standards in the UK and Ireland (JICWEBS) highlighted the problem of fragmentation in measurement techniques used by different ad tech companies. Viewability of video ads will be one of the biggest issues the industry faces in 2016, as advertisers demand increased checks when paying for digital inventory. This news coincides with Guardian News & Media’s announcement of its 'Response+ Assured' programme, which offers 100% viewability in the UK.