Earlier this year, the ISBA released research that showed a loss of 15% of advertisers’ media spend to an “unknown delta.” The lack of visibility into the ad buying process allowed for hundreds of thousands of dollars to just…disappear. Following this research, the digital industry is calling for full visibility of the programmatic ad buying process. Brands should be able to undeniably quantify every ad they create, or else they risk wasting time, and therefore, money. IAS heard the call and partnered with Animo Payments to create the Total Visibility solution.
“For the first time, buyers will know the cost and supply path of every single ad impression rated by IAS, eliminating fraud and creating opportunities for supply path optimization and efficiency… This unique partnership will change how the industry conducts programmatic advertising.” – Will Luttrell, CEO of Amino Payments
With Total Visibility, advertisers are given radical transparency to more efficiently locate weak points in the programmatic supply chain, and make educated steps in assessing future buys. This single tag solution provides near-real-time measurement of every impression while identifying whether an ad has been partially viewed, mostly viewed, completely viewed, or not viewed at all. In a product trial with one client, a fraudulent URL was consistently flagged as brand unsafe. Thanks to Total Visibility, the brand was able to see those alerts and made the connection that 3.77% of unsafe impressions represented 9.23% of their total media spend. Within six hours, the brand excluded the domain and directed the spend toward more suitable environments.
How to close the transparency gap
Tune into this fireside chat with IAS, Amino Payments, and Verizon Media and hear how advertisers can take back control of their programmatic media spend with Total Visibility. Moderated by Verizon Media, the fireside chat dives into the importance of transparency into supply path costs and what the future of advertising holds.
IAS has long championed media transparency and actively worked towards standardisation with help from trusted partners like Verizon Media who are committed to pushing the industry forward. Now more than ever, measurement standardisation and transparency must become a priority for everyone.
- Greg MacDonald, Vice President, Ad Marketplace Partnerships – Verizon Media
- Lisa Utzschneider, Chief Executive Officer – Integral Ad Science
- Will Luttrell, Chief Executive Officer & Co-Founder – Amino Payments
Watch the on-demand webinar and learn more about how advertisers can verify their media quality, quantify the value of their media, and optimise the efficiency and reach of their campaigns.