The Podcast Impression Is Breaking Down: What Display’s Viewability Crisis Can Teach Buyers
· 2h ago · Originally reported by AdExchanger
Buyer beware: The sins of digital display and the reckoning of impression viewability are coming back to haunt the podcast advertising industry. I stopped buying display advertising in 2016, and viewability was a big part of why. Advertisers had spent years buying impressions before it became evident that an ad being…
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Terms in this story
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Viewability
Viewability measures whether an ad actually had a chance to be seen on screen; the MRC standard is 50% of pixels in view for one second (display) or two seconds (video).
Podcast advertising
Podcast advertising is paid messages placed in podcast episodes, either read by the host or produced separately, sold per thousand downloads and increasingly inserted dynamically or programmatically.
Display advertising
Display advertising is visual online advertising, such as banners, images, animations and rich media, shown in ad slots on websites and apps, as distinct from search, video or audio ads.
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