Leading Operations Online

August 4, 2014 native Gavin Dunaway

Several years ago – long before the native revolution – when I was the staff writer for trade publication called Mobility that reported on corporate relocation issues, the editorial staff was faced with a dilemma. Against the editor-in-chief’s objections, the sales team had included an editorial element within a package for a corporate housing provider. Lucky me, I was assigned with discerning how to write a piece that would placate our new big spender while keeping some semblance of editorial integrity.

So I did hours of interviews and came up with a series breaking down all the elements of corporate housing – what separated different economic level, standard accouterments, safety concerns in volatile areas, etc. It was comprehensive, yet didn’t give praise to one provider over another. The sponsoring company had ads appearing opposite some of the article pages (I do regret we didn’t accurately label the piece.)

At its core, the corporate housing series was something that would...

“We assert that a common interoperable technical approach to measurement is preferable to multiple, incompatible and non-standard technologies.”

Thus reads the charter of the Open Video Viewability (OpenVV) project led by TubeMogul in conjunction with 25-odd ad technology and measurement providers (the latter includes Nielsen and DoubleVerify), most of them household names in the world of digital advertising. It’s a highfalutin way of saying that an open-sourced, agreed-upon technology is a better option than a bunch of quarreling black-box products.

When it comes to viewability, many a publisher can relate to that sentiment. As noted in my recent “How Viable Is Video Viewability?” piece, one of the biggest obstacles for widespread...

Fifty percent of pixels in view on the in-focus browser tab for two continous seconds. It doesn’t seem like a giant barrier to cross for a video ad to be considered in-view – and that was the point.

Following the June 30 lifting of the Media Rating Council’s advisory against transacting video on a viewable basis, agency folk took to the ad tech trades to grumble about the seemingly low standard. But these agencies were highly involved in the discussions deciding on the threshold – in fact, the main reason video viewability was gated for 90 days longer than display viewability was developmental disagreement over the time aspect. Some publishers still argue that the time element turns viewability from a counting metric to an engagement metric. 

So 50% for two seconds...

I’ve been called a baby in the digital media space, but at the ripe old age of 33, I remember not only life without the Internet, but also those dark days in the pre-cable era. In 1990, my father hooked up our 86/88 PC to a modem to communicate with the office. In the 90s I had a Prodigy account, raised hell on AOL chat rooms, helped my younger brother build a site on GeoCities and was broken up with more than once via email. I have been riding the digital media train for a long while, which is why my pride was stung when I realized had no idea what teletext was.

Because that is where PubForum Columbia Gorge keynote Martin Nisenholtz’s digital media narrative begins. It’s an honor to have him attend and address AdMonsters’ flagship event as he has been involved in and chronicled just about every major transformation in the digital media space. And lucky for our attendees, he’s on top of current...

As we gear up for Publisher Forum Columbia Gorge, we shine the spotlight on a few seasoned PubForum regulars to get their takes on the changing dynamics of the industry. You can join the conversation at Publisher Forum. Register Now.

There’s a reason why you’ve seen Julian Zilberbrand sounding off at various digital media conferences across the country (including OPS and the Publisher Forum) and opining in every ad tech trade you can find. ZenithOptimedia’s EVP of Activation Standards, Insights and Technology has a great grasp on just about every ad tech facet, whether it’s a contentious subject like cross-screen measurement or something as seemingly banal as digital terms and conditions (spoiler: there’s plenty of debate and fiery opinions in the latter). 

As a young veteran of the digital media revolution, Zilberbrand has certainly witnessed ad operations rise from the darkest corner of the media company basement to respected voice in ad tech debates. In the video and...

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