What's the buzz around the office this week? Investors are making considerations when investing in ad tech, engagement could be the missing link to prevent ad blocking, and new considerations are added to viewability.
1. Investing in ad tech, slowly but surely
Despite the seemingly high number of tech start ups being funded, investors are a bit apprehensive. Nonetheless they are still investing in ad tech and curious about revenue possibilities. Companies including The Trade Desk are setting the standard for what the market can expect from a company with an IPO. AdExchanger offers a few points on what we can expect as more ad tech companies move more towards the public company model.
2. Could ad blocking encourage engagement?
Publishers are going above and beyond to combat ad-blocking. Some are taking the time to explain to readers the importance of serving ads while other publishers are empowering their readers and staff to report slow ads. Engaging consumers with ads in innovative ways is always a plus in the ad tech industry, Digiday explains more.
3. Viewability: It's all about the gaze
Viewability metrics are getting more savvy. Recent studies have found that an ad needs to be on the screen for at least 26 seconds to ensure over one second of gaze time. While viewability does not indicate engagement, it is a strong metric when serving ads, according to MediaPost.
