Over the last couple of years, the ad industry has put itself through the wringer, when it comes to the combined threats of fraud, viewability and, now, ad blocking.
One of those, viewability, is improving somewhat, as publishers pare back and focus on quality, says a top programmatic ad exec.
“Publishers are being more responsible about the types of inventory that they create,” Xaxis EMEA CEO Caspar Schlickum tells Beet.TV he has noticed. “They’re being more careful about how their websites are designed.
“Rather than it all being about quantity of ads, it’s about fewer, more relevant, more viewable ads – all of which contributes to a better experience for their user, it also creates a better experience for the advertiser.”
Why is this better
“I would much rather than one, viewable, high-profile, well-executed, well-targeted ad on a page than 10 poorly-executed, messy ads where you’ve got different advertisers all competing for attention,” Schilcikum adds.
The video is part of preview series leading up to the Future of TV Advertising Forum in London You can find videos from the series here. The series is sponsored by Xaxis.