Online ad viewability has long been an issue for publishers, with it being difficult to determine exactly how many people are actually viewing the ads served on a web page. And with interactive advertising spend hitting the $800 million mark this year, it seems more important than ever that advertisers know they’re getting the eyeballs they’re paying for. So, in response to the issue, MediaWorks has taken action, announcing today it’s guaranteeing all of its banner ads will be 100 percent viewable from 1 April, using Google’s DoubleClick product. We chat to MediaWorks head of digital sales and ad strategy John-Paul Randall about the change in functionality as well as the publisher’s other new function, which allows unblockable video ads to run across all platforms.
Browsing: ad blocking
The amount of ink (mostly digital) that’s been spilled about ad blocking has only increased with the launch of Apple’s iOS9 yesterday. It doesn’t sound like good news for publishers or advertisers, particularly with the amount of time we spend on our phones these days. So, should they be changing their approach? And is there any way to get around an ad blocker? We spoke to the IAB Mobile Council’s Sarah Kavanagh and Postr CEO Milan Reinartz for their opinions.
Given the extent of the ad-blocking problem, The Guardian recently took a novel approach to addressing the issue. Instead of following the German example of taking ad blocker software providers to court, the UK publisher has reached out to its readers with a strong moral message.