Agencies are stunned at what they consider to be Facebook's low video ad viewability rates of 20 to 30 percent. Facebook says "the value of an ad is not binary". Adjoy says, unseen ads can't work - and two seconds is not enough to count as "seen".
Some take brand safety for granted. The industry has become complacent and focused on tech advances to the detriment of transparency. In fact, the pendulum swung so far in the direction of automation that advertisers started losing control of their brands.
Alphabet Inc.’s Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser, according to people familiar with the company’s plans.
Procter & Gamble chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain, heralding a new era in digital advertising.