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: 61% of respondents believe that all digital media owners' inventory should be measured by a third party; 97% 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.
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.