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, May 12, 16

About grapeshot

It’s a new day, which in the ad tech space means there’s a new practice taking place. So what’s the practice du jour? Publishers selling ads based on time rather than CTRs. You might be wondering how did this come into play? Well, for one, it was to combat the age old issue of view-ability. Approximately half of ads are never viewed. And what does that equate to? Wasted budget (uh oh). So, publishers came up with a solution: charging on attention rather than CTRs. But how do you measure attention? It can be classified as view time or perhaps even scrolling for a period of seconds. Just like anything in this space, we’ll have to see how it plays out. But a big takeaway if this does take off is ensuring advertisers have compelling creative.

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Copyright Grapeshot, 05/12/2016

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