Online ad industry acts over video viewability fears

A leading online ad industry group is aiming to tackle growing concerns over the viewability online video advertising, a sector which grew 51% in 2015 to £711m, and now accounts for nearly one quarter (23%) of display ad spend.
The Joint Industry Committee for Web Standards (Jicwebs) – the independent body that defines best practice and standards for online ad trading – has produced recommended guidelines for products that aim to measure the viewability of online video.
The video guidelines form part of the updated “Principles for Viewability Products”, which was produced by a cross-industry group that feeds into Jicwebs, as well as learnings from the MRC and IAB in the U.S.
Jicwebs chairman Richard Foan said: “Video spend is growing at over three times the rate of overall online spend, consequently, advertisers are becoming more focused in their demand for greater transparency in this area.
“This update helps their conversations with the sell-side and viewability vendors, to improve understanding of and trust in digital advertising.”
ISBA director of media and advertising Mark Finneyadded: “Viewability is a fundamental issue for all our members. After all, you can’t be made aware of a preference for a brand, much less be motivated to buy a product, if you can’t see the advertising. We fully support the direction Jicwebs is taking to help provide greater clarity in this area for all parties involved.”
The move comes just weeks after the group published a Good Practice Principles guide against which companies, such as publishers, agencies and ad tech providers, can be audited to verify their processes reduce the risk of fraudulent ads being served.

TOPICS:Jicwebs online advertising viewability