The Open Web Just Got More Transparent (Sort Of)

OpenSincera is a bold step toward greater transparency in MarTech. This free API gives open access to inventory data across the web, signaling a shift toward more informed planning and smarter decision-making. But how far does this visibility really go – and what comes next for advertisers, publishers, and the open web?

If an Ad Falls in the Forest, Was it Ever Really Seen?

You’ve heard the standard: 50% of an ad’s pixels, in view, for at least one continuous second. That’s the industry benchmark for viewability. It’s also the bare minimum. And it tells us very little about whether a user actually saw the ad – let alone engaged with it or remembered it.

Advertisers are Paying for the Problem Everyone Else is Ignoring

In digital advertising, everyone gets paid when an ad is served. Doesn’t matter who saw it. Doesn’t matter if anyone saw it. If there’s an impression logged, someone gets a check. Except one player: the advertiser. And ironically, they’re the only ones with no real control over the system.

Attention is Officially Becoming The New Tradable Currency

The days of vague attention metrics are officially over. The Media Rating Council (MRC) and The Interactive Advertising Bureau (IAB) are finally teaming up to standardize attention measurement, marking a significant milestone in the publishing industry. At this stage accreditation guidelines are expected to roll out in early 2025, this is huge news for publishers, and it’s happening just in time.

Programmatic viewability – you can do better

Here’s a fun fact: your programmatic viewability could be doing a lot better and you know it. You’d love to squeeze in a little extra juice out of it, but with direct campaigns and the promise of at least 70% viewability hanging over your head, most of your time is spent optimizing […]

A rockstar publisher’s guide to better ad viewability

Five years ago, viewability became a baseline for all impression-based metrics for advertisers. Ever since, publishers’ accountability for their ad inventory is on the rise. At the most basic level, measuring viewability helps advertisers understand if each ad that was called for on a page […]