Marketers frequently reference the John Wannamaker quote, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half” when talking about their struggle with advertising spend, especially for cross-channel campaigns. But to overcome this, marketers can apply four principles of direct-response to improve their understanding of return on ad spend.
In this press release, Mediaocean announces its newest partnership with Integral Ad Science.
Advertisers and the trade press have been saying since at least 2014 that this year is “the year of viewability.” And while we can all see why an unseen ad isn’t worth paying for, it’s taken a while for the industry’s tools to catch up with this simple idea. In this Connect Partner Post, Integral Ad Science breaks down critical developments in verification technology.
You’d be hard-pressed to find someone in the industry that hasn’t heard about the ongoing struggle of “viewability.” Yet like many buzzwords, the viewability conversation continues and evolves largely due to the fact that it is defined, measured, and paid for very differently depending on who you’re asking.