Viewable Impressions: Changing how the world sees digital advertising
In a world where digital advertising is growing and changing at a rapid pace, advertisers are seeking greater accountability and transparency when it comes to online ad delivery and validation. Advertisers want to ensure that their campaigns have the opportunity to actually make an impact, which inherently means that the ad must be viewable by the target consumer, in the right geography, next to appropriate ‘brand safe’ content and not subject to fraud.
The digital advertising industry is recognizing this need for greater accountability and across the globe, and transparency is beginning to take center stage. comScore has conducted studies in both Europe and the U.S., which includes major brands such as Procter & Gamble, Kellogg’s, Nivea and Telefonica and provides a better understanding of the issues relating to campaign delivery and validated measurement.
Our presentation will review the results of our latest research around ad viewability and conclude with a comprehensive review of how to best measure digital advertising effectiveness based on lessons learned from comScore’s extensive research on this topic. It will also address the tools that publishers can leverage and the tactical steps they should be taking to decrease potential revenue exposure and grow margins in this new viewability-based economy.
About the speakers
Guido Fambach, Vice President Professional Services, comScore
Guido Fambach is Vice President Professional Services of comScore since 2010. Prior to that Guido was Vice President of Training and Consultancy at Nedstat since December 2006. He served as the Managing Partner of The Mediator Group, an innovative e-learning company from 2003 to 2006. Prior to that, from August 1997 to December 2002, he was owner of the training company SMG, and served as its Chief Executive Officer. Guido obtained his bachelor degree in European Communication at the school for Higher European Studies of The Hague.