A guest blog from Our Video lead – Brian Danzis – Spotify are leading the way in quality content
When it comes to viewability, what you see isn’t always what you get.
It seems that every day brings a negative report about unseen advertising, wasted investment or misrepresented metrics by large publishers. Concerns over fraudulent traffic and the re-emergence of silent, auto-play, small-player video are raising new questions about the definition of a video view—a concept that once seemed straightforward.
The industry is calling on its leaders to take action. Procter & Gamble’s Chief Brand Officer, Marc Pritchard, gave a widely lauded speech at the IAB Annual Leadership Meeting in January, announcing new requirements for the company’s media vendors to clean up the supply chain. He spoke on this subject again this week at 4A’s Transformation 2017. We’ve also seen brands and agencies recently remove their content from platforms in response to questionable user generated content. At Spotify, we’re thinking hard about product innovation and third-party measurement…
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