Citing survey data released by the Association of National Advertisers (ANA) that an overwhelming percentage of marketers believe digital media placement should be assured by a third party, BPA Worldwide president and CEO Glenn Hansen agreed this is a vital step in today’s digital economy.
“The importance of trust in the marketplace – including ad viewability – is more important now than ever and the ANA’s survey results validate that perception,” Hansen explained. “Third-party verification of media owners’ digital ad placement is a best business practice that benefits online buyers and sellers.”
According to Hansen, BPA’s Ad iCompli for Publishers provides verified viewability data from a trusted third-party source. “BPA, a trusted source in media metrics since 1931, has expanded its assurance services with Ad iCompli to help publishers provide reliable performance metrics for online advertising campaigns – exactly what marketers are calling for.”
BPA’s Ad iCompli tracks every ad in a campaign. Ad performance is measured against the parameters of the media buy to document delivery, viewability and compliance in near real time. Among the metrics available to media owners are: percent viewable (based on Making Measurement Make Sense (3MS) guidelines); percent viewable for more than 5 seconds; engagement (interactions such as click, hover, expand, etc.); percent of impressions delivered via mobile or tablet; and percent of impressions generated by non-human traffic.
Added Hansen, “Historically, independent third-party verification has been a staple for buyers and sellers in all media channels. The growth of digital will be positively impacted if transparency and trust form the foundation of a transaction.”