Author Archives: Laurent Nicolas

AppNexus Continues to Improve Viewability Measurement with Desktop, Mobile, Video and Flashless Technology

  With viewability becoming an increasingly important KPI for the ad marketplace, it’s imperative that advertisers continue to invest in technology that provides reliable measurement. If a buyer only pays for viewable impressions, the measurement of those impressions must ensure … Continue reading

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Everything you need to know about the new currency of online advertising, Viewable CPM (vCPM)

  At last year’s New York Summit, AppNexus announced it was now possible to buy and sell inventory based exclusively on viewable impressions using AppNexus Deals. While the technology behind it is extensive, the concept is fairly straightforward: viewable impressions … Continue reading

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The State Of Ad-Viewability In 2016: The Viewable Marketplace

In a previous post of mine, trends of 2015 for ad-viewability, I talked about the IAB’s advice on taking a 30% “margin of error” when buying viewable impressions.  This certainly didn’t come as good news for the industry because it … Continue reading

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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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