- Stratecast | Frost & Sullivan analyzes proposed new standards for ad measurement and what this means for digital publishers
MOUNTAIN VIEW, California, May 6, 2015 /PRNewswire/ -- More than 890 million people, worldwide, use Facebook every day. Of those, 745 million do so using a mobile device. The fundamental action users take on Facebook on a daily basis – reviewing their Facebook News Feed extremely quickly, customizing what they do and do not want to see – is revolutionizing the digital advertising industry.
Stratecast | Frost & Sullivan's new analysis, Advertisers Are Getting the Wrong Impressions; Facebook and the MRC Offer New Points of View, analyzes how the evolution of newsfeed media such as Facebook, Instagram, Twitter, Tumblr, and the industry thought leadership of the Media Rating Council (MRC), are shaping how advertisers view the effectiveness of the advertising they place not only on Facebook, but across all digital venues.
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Within the last century, media organizations have built audiences and based on the size and quality of those audiences, sold the rights to present messages to them as advertising. Along with the decline in readership, print media experienced difficulty quantifying, with any degree of accuracy, the impact of traditional advertising in ad sales and brand image. In comparison, the emergence of online advertising offered the capability to effectively promote ads to targeted audiences via online and mobile Web campaigns.
"Digital publishers can quantify the number of impressions an ad is receiving," said Stratecast Big Data & Analytics Industry Director Jeff Cotrupe. "However, the way they have been quantifying those impressions is raising new questions in the minds of advertisers that cast doubt on the efficacy of digital advertising as a whole."
For years, the standard for how digital publishers report ad delivery to their advertisers has been served impressions, but that does not necessarily mean the ad was seen. Therefore, the MRC is implementing a new standard of measurement in digital advertising, viewable impressions, meaning the ad must be viewed or clicked to count as an impression.
"Facebook is currently working with the MRC and a consortium of advertisers and agencies to develop more robust standards for impressions applicable to feed-based networks like Facebook, as well as, mobile media and new advertising formats," said Cotrupe.
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