Are You Ready for Viewable Impressions? #vCPM
LIVE Webcast
Panelists:
Moderator:
Are You Ready For Viewable Impressions?
Kirby Winfield, SVP Corporate Development
Manu Warikoo, Chief Product Officer
Julian Zilberbrand, SVP Global Digital Director
Mike Leo, CEO and President
Are You Ready for Viewable Impressions? #vCPM
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Attendees are in listen only mode
Post questions in the Go To Webinar Questions Panel. They will be answered throughout the session, with more time allocated towards the end.
Post comments & feedback to #vCPM
The session is being recorded and will be made available within 24 hours
Webinar Notes
Are You Ready for Viewable Impressions? #vCPM
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Today’s Speakers
Julian ZilberbrandSVP Global Digital Director@jzilberbrand
Kirby WinfieldSVP Corporate Development@kirbywinfield
Manu WarikooChief Product Officer@operativeinc
Mike LeoCEO and President@rmikel
Are You Ready for Viewable Impressions? #vCPM
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“Ad impressions will drop by 50% or more. CPMs will increase commensurately. ComScore 500 publishers will finally get the respect they deserve and recapture market share from their junky ad network rivals. Consumers will start noticing – dare I say liking? – display ads. Display will no longer be the red-headed stepchild in the shadow of direct response rival search or brand rival video. That's what we can look forward to in a world ruled by the viewable impression standard.”
– Joanna O’Connell, Forrester Research
Are You Ready for Viewable Impressions? #vCPM
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?What problem are we trying to solve?
Are You Ready for Viewable Impressions? #vCPM
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Are there people that benefit or don’t benefit from this?
Agencies/Advertisers
Not all executions tied to viewabilityInexperienced buyers buying cheap inventory
Publishers
Non-premiumRemnant sellers have concerns
Are You Ready for Viewable Impressions? #vCPM
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How do you make sure you end up in the good bucket?
Agencies/Advertisers
Drive adoption through buying decisions that show client value The cat is out of the bag
Publishers
1st mover advantage and late adopter penalty Get ahead of technology changes
Are You Ready for Viewable Impressions? #vCPM
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What are the operational challenges?
Agencies/Advertisers
Implementation dependent on publishersA few things still need to be determinedPricing
Publishers
Multiple pieces of ad tech stack have to adapt (ad servers, platforms - forecasting, inventory management)Pricing
Are You Ready for Viewable Impressions? #vCPM
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04/12/2023 Proprietary and Confidential.
Key Takeaways Digital scarcity is much needed in our industry
CPM increases with higher advertiser ROI
Premium Publishers are positioned to win
1st movers will have an advantage
Viewable impressions is the first step of many needed to improve the industry
Are You Ready for Viewable Impressions? #vCPM
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?Questions?
Are You Ready for Viewable Impressions? #vCPM
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Thank You!
Kirby Winfield, SVP Corporate Development@kirbywinfield
Manu Warikoo, Chief Product Officer@operativeinc
Mike Leo, CEO & President@rmikel
Julian Zilberbrand, SVP Global Digital Director@jzilberbrand
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