Marco Bertozzi, Spotify VP for Europe, has called out the digital advertising industry's attitude to metrics, saying "non-viewable, fraudulent impressions cannot remain." The company is also looking at how it can improve its ad targeting and monetization strategy. Bertozzi said Spotify's method of assessing viewability, including zero fraud, no skipping, audio on and logged-on users, was one he hoped the rest of the advertising industry to follow.
Marco Bertozzi, Spotify VP for Europe, has called out the digital advertising industry's attitude to metrics, saying "non-viewable, fraudulent impressions cannot remain." Bertozzi said making a side-by-side comparison of what was considered a view varied widely, and said the rise of the mobile platform had muddied the waters even further. Bertozzi said Spotify's method of assessing viewability, including zero fraud, no skipping, audio on and logged-on users, was one he hoped the rest of the advertising industry to follow.