Author Archives: Laurent Nicolas

Viewability Metrics Reflect the Increasing Quality of Inventory in Programmatic

  If the first wave of programmatic was all about audience targeting over media selection, 2015 looks like the year that the pendulum began to swing back toward quality media. Today, nearly all premium publishers put high-quality inventory on ad … Continue reading

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Pre-bid, placement-level viewability – delivering on a long-held ambition

My experience of ad-viewability dates back to 1999.  I was an engineer at NetValue, an Internet audience measurement company that Nielsen/NetRatings acquired in 2002. My client, a PHD in economics, looked at the first-ever audience numbers in France and said, … Continue reading

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Ad Viewability On Track To Become The New Currency Of Online Advertising

To hear more about this topic, attend the Viewability Panel being led by Laurent at this year’s IAB RTB Conference 2015. In my previous post, I wrote about the latest IAB recommendations regarding trading on viewable impressions. This week, the IAB Europe … Continue reading

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2015: Ad Viewability Finally Grows Up

  When my Alenty co-founder Nicolas Thomas and I “birthed” our viewability start up in 2007,  we were amazed by the potential of this new born creature. One year later, in 2008, the company took its “first steps” when we … Continue reading

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Ad-Viewability for Branding Campaigns

Is ad-viewability only for branding campaigns? No, but as it is easier to explain, let’s start with branding campaigns, and keep direct response campaigns for another blog post. First, what is a branding campaign? You cannot find a definition on … Continue reading

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What does the MRC certification mean?

The Media Rating Council (MRC) is an American independent industry organization whose mission is to ensure valid, reliable and effective audience measurement services. MRC accreditation certifies that a company’s procedures adhere to the MRC’s Minimum Standards for Ratings Research and … Continue reading

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What Is Viewability?

Ad-viewability is an old advertising concept that still applies to new digital media today. The Internet, as a media, cumulates the strengths and weaknesses of print and television: just like the press, the Internet allows simultaneous consumption of content and … Continue reading

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Why I chose AppNexus

In 2007, Alenty was the first company in the world that succeeded in actually measuring whether or not online ads are viewable. I knew from first sight that this was a very important concept for the advertising industry. (Photo: AppNexus … Continue reading

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