New Research Raises Questions Around Online Video Viewability Standards

Does the ad industry need to look again at its online viewability standards?

Renowned Australian academic Professor Karen Nelson-Field certainly thinks so. Long-time Unruly collaborator Prof Nelson-Field today published fresh research questioning whether the minimum threshold of what counts as a ‘chargeable view’ – 50% of the video being visible for two continuous seconds – is enough.

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Released by Centre for Amplified Intelligence on September 14, 2017

With the advertising industry up in arms yet again around the minimum online viewability standard, renowned Australian media academic, Professor Karen Nelson-Field, University of Adelaide and her colleague, Dr Erica Riebe, have made some global waves with their latest research that challenges the status quo.

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Making sense of programmatic language can be tough. Especially when we’re faced with jargon, multiple words meaning the same thing, or varying definitions for a single word.

Sick of nodding your head in meetings then running to check what the latest acronym stands for? It happens all too often. That’s why we’re launching a new series “Learn the Lingo” to help programmatic buyers navigate the ever-changing digital ecosystem.

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It’s been a record-breaking year for the online video market. Over the last 12 months we have seen ‘Friends Furever’ take the crown as the most shared video ad of all time, while Facebook Video ads have raised the speed of sharing to a whole new level.

The ad industry is changing faster than it ever and with it we’re seeing marketers continue to adjust their definitions of online video success.

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Afraid that your ads are being served to a large percentage of non-human traffic, or “bots”? With 67% of buyers still unsure how viewability is measured and an estimated $6.3 billion loss to bots next year (Association of National Advertisers), you’re not alone with that concern.

Unruly New York hosted its second brand safety breakfast series alongside Integral Ad Science to discuss ad fraud, as well as talk about ways to deliver fraud-free, viewable campaigns. Unruly offers third party brand protection via a long standing partnership with Integral Ad Science to validate the quality of our traffic.

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