November 8, 2012New York Marriott Marquis
Panel: Will The Viewable Impression Really Change Anything?
For over a decade, the dirty little secret of online display was that a startlingly large number of ads got counted by buyers and sellers as “served” that were never seen. Media buyers and much of the ad economy appear to support an evolving “viewable impression” metric. How and when will this change the game of online display? Which players and models get helped or hurt? More importantly, can this focus on the state of the Web page itself finally get publishers to clear out the clutter? Shouldn’t share of voice and ownership of the page be a greater part of the premium display story? Shouldn’t the increased engagement metrics from cleaner, leaner mobile and tablet environments teach us something about the role of user experience in ad effectiveness? We bring together both buyers and sellers to discuss measuring and maximizing real engagement.
- Alan Chapell, President, Chapell & Associates @chapell68
- Andrew Casale, VP, Strategy, Casale Media
- Andrew Shebbeare, Founding Partner & Chief Strategist, Essence Digital
- Tom Shields, Co-Founder/CSO, Yieldex
- Cat Spurway-Hepler, SVP, Strategy and Marketing, PointRoll
- Jeremy Stanley, CTO, Collective