Team Turn made a big showing at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting. This digiterati confab features an all-start speaker and session lineup that helps to set the agenda for the industry.
Top trade publication AdExchanger published a wrap-up of insights from high-level attendees and Turn was featured:
Joshua Koran, SVP of Product Management, Turn
“One of the key topics for me was viewability. The town hall forum widened the recognition that different vendors produce vastly different results, which suggests that while we’ve come a long way, we still have a ways to go on creating a consistent standard. Other issues discussed with viewability include:
· How this “after-the-serve-event” metric can be incorporated into “before-the-serve” real-time exchange transactions.
· A recognition that the percent of served impressions that cannot be measured as viewable (e.g., due to iFrames) is far too high to use this as more than a directional metric.
· That different ad formats (e.g., banners, video ads, rising stars) will need different standards
A second key topic was the desire on the part of publishers to gain access to advertisers’ data. Acxiom CEO Scott Howe suggested that they can begin to earn similar margins as ad networks if they embrace audience-based targeting in addition to contextual targeting. If publishers overlay the advertiser’s first party data, they can charge the advertiser more and prevent the advertiser from paying only for the context.”
Read more at: