We came across a great article in Adweek which delves into why brands such as IBM, Nestle and HP are already changing the viewability landscape.
It states that John Murphy, head of marketplace quality at OpenX, sees brands now making their own viewability standards “because they feel the MRC’s definition is the lowest-common-denominator standard.” Murphy says “I would certainly encourage the MRC to do a reset and take another look given where the industry is now versus where they were when the definition was originally established”.
Obviously this has a knock on effect to the world of programmatic as one-size-fits-all becomes even further out of reach.
Lauren Johnson of AdWeek writes that Open X “is worried that custom viewability metrics will change the fundamental technology behind programmatic advertising.”
We at Lumen have built an entire business researching this very thing.  Our findings go way beyond the conjecture of viewability and instead provide hard facts about what actually captures people’s attention.  We know that viewability doesn’t mean viewed.  This allows us to make solid, actionable recommendations on how you can optimise your communications and improve your bottom line.
If you feel the MRC viewability standards aren’t quite giving your brand the cut-through it deserves, come and have a chat with us.