Programmatic Panel: Getting to the Nitty-Gritty of RTB and Viewability Challenges
October 10, 2013 by Kelly Liyakasa
“A panel covering RTB and “viewability” played to a packed room atop the Gansevoort Park Hotel in New York last night.
What commenced was a (congenially heated, at times) meeting of the minds between James Green, CEO of Magnetic; Anne Hunter, SVP of global marketing strategy at comScore; Brian Gleason, managing director, North America, Xaxis; David Hahn, SVP of product management, Integral Ad Science; and Walter Knapp, COO of Federated Media Publishing. Magnetic hosted the event…
Here are some highlights:
Anne Hunter: The technology measuring viewability for video is here. It’s not as easy as display, but the technology is here. We’ve been running some [custom] things with clients and we’ve work with VideoHub, Tremor, which are Media Rating Council (MRC)-accredited, which is really important to us. There is no video viewability standard that everybody has really rallied around yet.”
Read the full story at AdExchanger.