Ad techcompany, Inskin Media, and analytics firm, Moat, are pushing for a viewability metric and viewability guidelines for both standard and non-standard ad formats that would enable advertisers to analyse the quality and depth of a campaign, moving beyond click-through rates as a way to measure brand advertising. The new metrics could be used by marketers to determine which ads they should run on their sites, said David Karp, chief executive officer at Moat.
Ad techcompany, Inskin Media, and analytics firm, Moat, are pushing for a viewability metric and viewability guidelines for both standard and non-standard ad formats that would enable advertisers to analyse the quality and depth of a campaign, moving beyond click-through rates as a way to measure brand advertising. Inskin's CEO suggests that the IAB in the UK has the resources to lead the debate.