Should Ad Networks Push their Publishers to be Accountable for Viewability?

Interesting article that I’m sure will cause some discussion. The reality is that as tools evolve that measure viewability (is the ad actually being seen on the page), advertisers are pushing ad networks and publishers alike to delivery on this new metric. The classic example is the below the fold ad impression that never sees the light of the screen because a users does not scroll down that low on the page. Intuitively it seems fair, right? If the a was never even seen, why should an advertiser pay for it? This of course would get reflected in pricing over the longer-term, as publishers with viewable ads, would be able to charge a lot more for them. This happens today already in the name of “performance”, since the viewable ad performs better. But there is a gap between ad networks and publishers. Ad networks feel the pressure from clients for performance and viewability, while many sites just collect passive revenue – they key here is communication between the network and the site partners. A good network is “persistently insistent” on making improvements to ad delivery, location, etc… that will long-term benefit the publisher, because they benefit the advertiser. So the question isn’t should they, but to what degree? Ad networks should push their publishers to be accountable for viewability.

As the saying goes, you can lead a horse to water, but you cannot make them drink. Publishers should want to be pushed in the direction of delivering better outcomes for their customers. If they don’t respond, that’s a choice, but it will show in their ultimate ad revenue long-term.