Comments on: This Could Change Everything http://umwwblog.com/2009/11/02/this-could-change-everything/ We know what works. Curiosity works. And we can prove it. Mon, 24 Oct 2011 21:12:39 +0000 hourly 1 http://wordpress.com/ By: David Cohen: The End of the Beginning or the Beginning of the End? | Finance International http://umwwblog.com/2009/11/02/this-could-change-everything/#comment-255 Mon, 03 Oct 2011 16:41:32 +0000 http://umwwblog.com/?p=138#comment-255 [...] of the implication of moving to “viewable impressions” and wrote a post entitled “This Could Change Everything“. Without being overly dramatic, it very well [...]

]]> By: Really? R U kidding me? « Alanjamesedwards's Blog http://umwwblog.com/2009/11/02/this-could-change-everything/#comment-63 Tue, 06 Jul 2010 17:39:25 +0000 http://umwwblog.com/?p=138#comment-63 [...] Just a couple of days after the meeting this blog was posted… http://umwwblog.com/2009/11/02/this-could-change-everything/ [...]

]]> By: This will change everything! « Web Advertising 2.0 http://umwwblog.com/2009/11/02/this-could-change-everything/#comment-32 Sun, 18 Apr 2010 21:07:12 +0000 http://umwwblog.com/?p=138#comment-32 [...] http://umwwblog.com/2009/11/02/this-could-change-everything/ [...]

]]> By: 2010: The Year of Ad Visibility - Greg Hills http://umwwblog.com/2009/11/02/this-could-change-everything/#comment-22 Tue, 15 Dec 2009 03:24:21 +0000 http://umwwblog.com/?p=138#comment-22 [...] premium publishers to claw back ad dollars from the long tail. David Cohen of Universal McCann points out that MSNBC has already formed a partnership with RealVu, a company that provides ad visibility [...]

]]> By: Greg Hills http://umwwblog.com/2009/11/02/this-could-change-everything/#comment-14 Fri, 06 Nov 2009 23:04:32 +0000 http://umwwblog.com/?p=138#comment-14 Agreed David. I think ad visibility is going to become a huge metric in 2010.

If someone in online advertising don’t think ad metric is THE most important metric (on an impression level if not an aggregate level), they’ve lost their common senses through years of “optimizing” campaigns.

Here are some other companies who deal with ad visibility, though none of them are an ad visibility pure play:

-Lotame
-Adometry
-Eyewonder http://bit.ly/2rBk6g

Not allowing invisible ads to drive view through conversion scould cause a big shift in the ad network space. Atlas and Dart would do their clients a favor by introducing this into their reporting.

The correlations between CTR/ConversionRates and ad visibility are very interesting. Ultimately ad visibility will be another data input into bidding algorithms for companies like Turn, AppNexus, Invite Media, MediaMath, etc. etc.

MSNBC must have good ad visibility averages to be pushing this tool. Full adoption of this metric may shift dollars away from the long tail to content sites where users spend more time on the page.

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