Few metrics have defined value in the digital marketplace as much as the concept of “viewability.” Late last week, the Media Rating Council released standards for audio-only digital ads that have
nothing to view. But don’t expect the standards to set a new industry benchmark for “audibility,” because that’s still in the eye — er make that ear — of the beholder. “In today’s digital audio
measurement, audibility is considered to be an imperfect analogy to the ‘opportunity to see’ proxy that viewability is in other digital measurements,” the Media Rating Council explains in the final
version of “Digital Audio Measurement Standards.”
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