The Problem With Guarantees: A Video

by | May 29, 2015

It all started about two weeks ago. The guarantees. One by one they came. And now it seems everyone is trying to find someway to guarantee 100% viewability.

It’s something the advertising industry has been clamoring for for some time now, and with good reason. Ads are supposed to be seen. Period. That’s the whole point.

But unfortunately, the technology at our disposal has its limitations. And people are dynamic. There’s no way to force them to do what they don’t want to do.

If they don’t want to look at an ad, they don’t have to.

So what’s actually being guaranteed is 100% fulfillment. Which is great. It ensures advertisers get the total amount of impressions they paid for.

But it also causes possible pain points, especially if you consider how these impressions are being tracked and delivered.

It’s a pretty complex situation that raises a number of important questions. Is 100% viewability the same as 100% fulfillment? How is viewability being reported? Are advertisers getting the most value for their money?

So we thought we’d cover it in the video above, to make it as clear and easy-to-understand as possible.


If you’d like more insight on the topic of viewability, why not download our infographic? It digs into the nitty gritty of what it takes to make an ad “viewable.”