The growing importance of “Viewable Impressions” in the online media world was the theme for an IAB Ireland-hosted event this week, during which a number of leading players shared their insights and thoughts on its role in measurement.
During the briefing, Steve Chester, of IAB UK shared the background to Viewable Impression measurement in the UK and gave an update on the collaboration of the UK market in relation to definitions, standards and measurement. Richard Foan of ABC and JICWEBS then provided an overview on vendor accreditation and the next steps taken in the UK market.
Three presentations followed from industry vendors: comScore, Moat and FLE Marsh, sharing best practice and data, both local and global regarding Viewable Impression measurement.
Finally there was a cross industry panel with Mark Brennan, AIB representing AAI (Advertisers Association of Ireland), Jill Robinson, Group M representing IAPI (Institute of Advertising Practitioners in Ireland), Denise Farrelly, Google, Steve Chester IAB UK and Suzanne McElligott, CEO, IAB Ireland. Mark Gilleran, Chair of IAB’s Display Council chaired questions already submitted by attendees to the panel.
‘The high level of attendance at today’s event illustrates the level of interest in the development of viewable impression measurement’ commented Suzanne McElligott, CEO, IAB Ireland, she went on to say ‘IAB Ireland looks forward to working with the Irish digital advertising industry in establishing a Joint Industry Committee to develop a roadmap for Viewable Impressions for our market.’
“The high level of attendance at today’s event illustrates the level of interest in the development of viewable impression measurement’ commented Suzanne McElligott, CEO, IAB Ireland, she went on to say “IAB Ireland looks forward to working with the Irish digital advertising industry in establishing a Joint Industry Committee to develop a roadmap for Viewable Impressions for our market.”
