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TECHNOLOGIES & PRODUCTS
buying at scale outside of Facebook and Google. “Advertisers now see the ability to buy on views as
“Until now, when advertisers bought programmatic on table stakes for effective buying, but the open internet
the open internet, only about 50 percent of ads were lacked the technology to do this in real time and at
viewable. We’re changing that,” said Tom Shields, Chief scale,” said Viren Tellis, Senior Director, Marketplace
Strategy Officer, AppNexus. “We believe this will help Management, AppNexus. “Guaranteed Views is the
reverse the disproportionate flow of advertising dollars first programmatic product of its kind because instead
going to walled gardens like Google and Facebook.” of layering multiple optimization types, buyers can
assume viewability is a given and focus on achieving
Previously, transacting on 100% viewable inventory was the performance KPIs advertisers care about.”
only available through Facebook and Google’s Display
Network, and threshold viewability targeting on the open Since Guaranteed Views uses view prediction
internet required complex and time-consuming work to technology to determine impression values, AppNexus
optimize to viewability based on historical averages. By takes on the risk by paying the publisher a CPM on
targeting the small subset of inventory of historically high every impression even though buyers only pay for
viewability, buyers ignored large swaths of lower-cost viewed ads, thus creating a liquid market. Guaranteed
inventory on the open internet that could be in-view. With Views is built to work with third party viewability
Guaranteed Views, buyers can target the entire open vendors and adheres to the IAB standard definition of
internet, use viewability as a given outcome, and viewability or custom definitions. ◊
optimize campaigns to other KPIs. As a result, buyers
typically see improvement in cost per view, unique By MediaBUZZ
audience reach, click through rate, and cost per click.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
