news
11-25-2015, 02:49 PM
If you want to price digital advertising appropriately, don't just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That's according to veteran ad exec Irwin Gotlieb (http://www.groupm.com/about-groupm), the chairman of ad group GroupM.
"Supply measured without taking in to account things like viewability and bought fraud wasn't real supply anyway," he tells Beet.TV in this video interview. "We refused to accept the IAB's viewability standard, we have our own definitions, we have our own technologies on fraud prevention.
"The price of an impression that is 100% viewable and largely fraud-free is not going to be the same as the price of an impression that is fraught with those issues.
"If you're going to compare costs across different media types, you've got to eliminate the bull before you have an apples-to-apples comparison."
The video is part of preview series leading up to the Future of *TV Advertising Forum in London *You can find videos from the series here (http://www.beet.tv/category/future-of-tv-ads-forum-london-15-presented-by-xaxis). The series is sponsored by Xaxis.
You can find this post (http://www.beet.tv/2015/11/ftvpreviewgroupmgotlieb.html) on Beet.TV.
-- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. (http://start.westnet.ca/newstempch.php?article=terms.html/) It may be used for personal consumption, but may not be distributed on a website.
http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/1/rc.img (http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/1/rc.htm)
http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/2/rc.img (http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/2/rc.htm)
http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/3/rc.img (http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/3/rc.htm)
http://da.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2.img (http://da.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2.htm)
http://adchoice.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/ach.img (http://adchoice.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/ach.htm)http://pi.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2t.imghttp://pi2.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2t2.imghttp://feeds.huffingtonpost.com/c/35496/f/677045/s/4bc8756d/sc/15/mf.gif
More... (http://feeds.huffingtonpost.com/c/35496/f/677045/s/4bc8756d/sc/15/l/0L0Shuffingtonpost0N0Candy0Eplesser0Cvideo0Ecut0Et he0Efraud0Ebull0Ib0I86472740Bhtml/story01.htm)
"Supply measured without taking in to account things like viewability and bought fraud wasn't real supply anyway," he tells Beet.TV in this video interview. "We refused to accept the IAB's viewability standard, we have our own definitions, we have our own technologies on fraud prevention.
"The price of an impression that is 100% viewable and largely fraud-free is not going to be the same as the price of an impression that is fraught with those issues.
"If you're going to compare costs across different media types, you've got to eliminate the bull before you have an apples-to-apples comparison."
The video is part of preview series leading up to the Future of *TV Advertising Forum in London *You can find videos from the series here (http://www.beet.tv/category/future-of-tv-ads-forum-london-15-presented-by-xaxis). The series is sponsored by Xaxis.
You can find this post (http://www.beet.tv/2015/11/ftvpreviewgroupmgotlieb.html) on Beet.TV.
-- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. (http://start.westnet.ca/newstempch.php?article=terms.html/) It may be used for personal consumption, but may not be distributed on a website.
http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/1/rc.img (http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/1/rc.htm)
http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/2/rc.img (http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/2/rc.htm)
http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/3/rc.img (http://rc.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/rc/3/rc.htm)
http://da.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2.img (http://da.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2.htm)
http://adchoice.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/ach.img (http://adchoice.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/ach.htm)http://pi.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2t.imghttp://pi2.feedsportal.com/r/244159578682/u/0/f/677045/c/35496/s/4bc8756d/sc/15/a2t2.imghttp://feeds.huffingtonpost.com/c/35496/f/677045/s/4bc8756d/sc/15/mf.gif
More... (http://feeds.huffingtonpost.com/c/35496/f/677045/s/4bc8756d/sc/15/l/0L0Shuffingtonpost0N0Candy0Eplesser0Cvideo0Ecut0Et he0Efraud0Ebull0Ib0I86472740Bhtml/story01.htm)