Viewability<\/a>, the recently-defined metric<\/a> that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah<\/a>.<\/p>\n

“We\u2019re creating a standard in digital media that is different and better than exists in other media – it\u2019s groundbreaking, it\u2019s unprecedented,” Shah tells Beet.TV in this video interview. “We\u2019re changing the currency of a $40 billion industry.”<\/p>\n

But Shah is concerned about proliferating platforms that show advertisers the new metrics.\u00a0“We have way too many viewability vendors,” he says. “There are 15 vendors today accredited by the MRC;\u00a0there may be another 15 in the queue, from what I understand.<\/p>\n

“Publishers can\u2019t be asked to become compatible with 15 to 3o different systems.\u00a0There are really only two to three ad servers\u2026 it\u2019s taken us 18 years to bring discrepancies in to a tolerable range.”<\/p>\n","protected":false},"excerpt":{"rendered":"

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. “We\u2019re creating a standard in […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[],"tags":[5265,3167,3507,4770,4771,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/29985"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=29985"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/29985\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=29985"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=29985"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=29985"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}