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APR-2016 – IAB’s Primer for Publishers on Viewability

Your Monthly Prescription for Ad Industry Updates | April 2016

Topics of the Month

AMM’s Upcoming Educational Meeting Covers Viewability

Session 1: “2016 Viewability Best Practices for U.S. Healthcare Publishers & Advertisers”

Presenter: Renee Kennedy, Director of Digital Marketing & Analytics, eHealthcare Solutions

At the end of this presentation attendees will be able to:

(1) Understand the importance of having their own viewability measurement tool
(2) Dig into data to discover where NHT is coming from
(3) Implement best practices for increasing viewabiilty

Date: Thursday, April 21, 2016

Time: 9:00 AM – 12:00 PM

Location: New York Society of Security Analysts (NYSSA) 1540 Broadway, Suite 1010 (Entrance on 45th Street) New York, NY 10036

Who can attend? All representatives of member companies, pharma agencies and media professionals may attend at no cost. If you are a nonmember, consider joining AMM in order to take advantage of their educational meetings and events.

Review of “IAB’s Primer for Publishers on Improving Ad Viewability”

In March 2016, the IAB provided a primer for publishers covering the main variables of how to improve ad viewability.

The primer suggests that it is the publisher’s responsibility to stay on the cutting edge of technological advances in viewability measurement. Furthermore, publishers should guide agency/advertisers in new findings on viewability measurement tools and other viewability trends. The IAB primer states, “publishers would benefit from educating advertisers and agencies on measurement, latency and industry trends.”

Publishers know their advertising opportunities best and should be setting the example on their sites for viewability standards, make-good impressions, and which viewability measurement tool they are going to accept for billing on vCPM. Publishers should be taking the lead on viewability issues. The IAB Primer says, “When publishers create the necessary changes, the marketplace does respond and the rewards do follow.”

Publishers are also urged to be transparent with their metrics so that both sides can benefit; this can be accomplished by closely partnering with advertiser/agencies.

In our review of the primer, you will find a condensed list of the IAB’s recommended best practices for viewability.

Review of IAB’s Primer.

Your Monthly Prescription

What is Considered Duplicate Content by Google’s Panda Algorithm?

by Renee Kennedy

Google’s algorithm, Panda, exists to keep sites with low quality content from ranking in search engines. One variable of Panda is duplicate content.

According to Google, duplicate content is made up of “substantive blocks of content within or across domains that either completely match other content or are appreciably similar.” Google will penalize content that is “deliberately duplicated across domains in order to manipulate search engine ranks.”

On the other hand, there are different types of legitimate duplicate content that will not be penalized by Google. The purpose of this article is to illustrate the main types of duplicate content and offer suggestions on avoiding penalties.

The article covers:
• Newsfeeds – Published on Your Site
• Articles from other Web Sources – Published on Your Site
• Syndicated Content – Your Content on Other Sites
• Content Management Systems

Read the article.

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