Are You Ready for Viewable Impressions? #vCPM

LIVE Webcast

Panelists:

Moderator:

Are You Ready For Viewable Impressions?

Kirby Winfield, SVP Corporate Development

Manu Warikoo, Chief Product Officer

Julian Zilberbrand, SVP Global Digital Director

Mike Leo, CEO and President

Are You Ready for Viewable Impressions? #vCPM

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Attendees are in listen only mode

Post questions in the Go To Webinar Questions Panel. They will be answered throughout the session, with more time allocated towards the end.

Post comments & feedback to #vCPM

The session is being recorded and will be made available within 24 hours

Webinar Notes

Are You Ready for Viewable Impressions? #vCPM

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Today’s Speakers

Julian ZilberbrandSVP Global Digital Director@jzilberbrand

Kirby WinfieldSVP Corporate Development@kirbywinfield

Manu WarikooChief Product Officer@operativeinc

Mike LeoCEO and President@rmikel

Are You Ready for Viewable Impressions? #vCPM

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“Ad impressions will drop by 50% or more. CPMs will increase commensurately. ComScore 500 publishers will finally get the respect they deserve and recapture market share from their junky ad network rivals. Consumers will start noticing – dare I say liking? – display ads. Display will no longer be the red-headed stepchild in the shadow of direct response rival search or brand rival video. That's what we can look forward to in a world ruled by the viewable impression standard.”

– Joanna O’Connell, Forrester Research

Are You Ready for Viewable Impressions? #vCPM

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?What problem are we trying to solve?

Are You Ready for Viewable Impressions? #vCPM

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Are there people that benefit or don’t benefit from this?

Agencies/Advertisers

Not all executions tied to viewabilityInexperienced buyers buying cheap inventory

Publishers

Non-premiumRemnant sellers have concerns

Are You Ready for Viewable Impressions? #vCPM

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How do you make sure you end up in the good bucket?

Agencies/Advertisers

Drive adoption through buying decisions that show client value The cat is out of the bag

Publishers

1st mover advantage and late adopter penalty Get ahead of technology changes

Are You Ready for Viewable Impressions? #vCPM

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What are the operational challenges?

Agencies/Advertisers

Implementation dependent on publishersA few things still need to be determinedPricing

Publishers

Multiple pieces of ad tech stack have to adapt (ad servers, platforms - forecasting, inventory management)Pricing

Are You Ready for Viewable Impressions? #vCPM

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04/12/2023 Proprietary and Confidential.

Key Takeaways Digital scarcity is much needed in our industry

CPM increases with higher advertiser ROI

Premium Publishers are positioned to win

1st movers will have an advantage

Viewable impressions is the first step of many needed to improve the industry

Are You Ready for Viewable Impressions? #vCPM

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?Questions?

Are You Ready for Viewable Impressions? #vCPM

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Thank You!

Kirby Winfield, SVP Corporate Development@kirbywinfield

Manu Warikoo, Chief Product Officer@operativeinc

Mike Leo, CEO & President@rmikel

Julian Zilberbrand, SVP Global Digital Director@jzilberbrand