I have been exposed to many advertisers who are pushing hard for 100% viewability terms for standard banner buys, which I saw referred to yesterday as a crisis by the IAB. In December, the IAB recommended 70% as the standard, but the large agencies are forcing 100% in their I/O terms, and they are having success obtaining it. Large media budgets, not surprisingly, can be the catalyst for change. This level of change, though, is of a larger scale than we’ve seen before.
Beyond the suppliers who are the obvious party being squeezed is this scenario, the other disadvantaged party is the small advertisers. Continue reading