Doug Conely

Doug Conely is Vice President for Product Strategy & Operations at Exponential. Based in London, Doug joined in 2009 and is responsible for the product strategy and product operations of Exponential's Advertising Intelligence Platform.

Prior to Tribal Fusion Doug spent four years at Yahoo! in London. Initially in their European Strategy and M&A team he became increasingly involved in their online display activities and led the integration of Blue Lithium in Europe before moving into ad product strategy where he was responsible for behavioural targeting and building Yahoo’s store purchase data partnership with Nectar.

Doug spent his early career in strategy consulting and corporate finance working primarily in technology, media and telecommunications after receiving a Masters in Engineering from Cambridge University.

Viewable impressions: sense prevails in trading on 'viewability' in online display advertising

Late last year, the Media Rating Council (MRC) said it would be premature for online advertising to transact on 'viewable impressions'.

The findings of our own research show why we couldn't agree more.

'Viewability' was a hot topic in online display in 2012 and that looks set to continue this year. Ad Age put out an article a couple of weeks ago about viewability with the subtitle “lots of debate, little action”.

But, while viewable impressions as a measurement metric make sense in theory, the practical application is complicated and potentially dangerous to the short-term health of the industry for both sellers and buyers.