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Advertising Age earlier this month ran a story headlined amp8220Why There39s Still a Market for Online Ads No One Seesamp8221 The piece was hung on a hook provided by adtech vendor AppNexus who in a startlingly generous gesture has announced that it amp8220would allow advertisers to pay only for those digital ads that are actually seen by peopleamp8221In fact that is wrong as an examination of the AppNexus offer shows AppNexus is saying that advertisers can select to pay only for ads that are viewable which is not the same thing at all as saying they have actually been viewedSome credit is due to AppNexus which at least has realized that an ad is worth well nothing if it cannot be viewed and also to WPPGroupM which has said that as far as it is concerned it is not paying for anything not actually in viewThe Ad Age piece goes on to make the point that and I quote directly amp8220Advertisers have always paid to place ads that they know people aren39t seeingamp8221No they havenamp8217t and once again the trade press is missing the point by a country mile There is a difference between an ad being actually viewed and an ad that cannot be viewed because it never appears in front of the consumer Viewed and viewable are two different conceptsBrian Oamp8217Kelley the CEO of AppNexus says that agencies are pushed into buying the cheapest deals by procurement who simply want cheap impressions Ahah I wondered when this would all come around to being their fault He says quotThat pushes agencies to do really weird thingsquotThis procurement bashing is becoming tedious Sure there are poorly informed people in marketing procurement who see their job as beating up their agency suppliers but it is at least rumoured that there are some agency bosses who are themselves sufficiently poorly informed to believe that they can get away with falsifying ratings MediaCom in Australia anybody We live in a world where not everyone is perfectIn my experience and we did interview a fair few senior procurement people for an ISBA study a few years ago most senior procurement people want to do the best job to secure value for their business and they realize that to do that they need to learn If an agency can demonstrate value and the link to business benefits then procurement generally accepts it has to be paid forAds invisible to all are not valuable impressions or no impressions So why donamp8217t more agencies make that case and only buy ads that can be viewedSearch meThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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