By Steve McClellan
For Omnicom clients, ad viewability is about to get clearer. At least that’s what the holding company is banking on, given a new capability just launched by one of its operating units.
Big Data agency Annalect, part of Omnicom Media Group has unveiled what it’s calling an advanced ad verification reporting system that will include viewability reporting.
Viewability is an ongoing industry issue with numerous studies, suggesting that 50% (or less) of online ads are actually viewable. The company believes that viewability verification would help its advertising clients improve planning and make better buying decisions and perhaps give it more leverage in negotiations with sellers.