Viewable Conversions: The Missing Link in Viewable Impressions

by Jeff Greenfield

Viewable Impressions are a massive change in currency for Interactive Advertising. This is a comprehensive market analysis of the current state of ad viewability, technology and proposed industry standards that are addressing the issues, and a look at the future Viewable Conversions™. This builds upon C3 Metrics’ C3 Labs research on viewable impressions, which found that 68 percent of display ads are never seen. C3 Metrics also gathered insight from industry experts including Dr. Craig Stacey, NYU professor, founding partner of The Marketing Productivity Group, Rishad Tobaccowala, chief strategy and innovation officer for VivaKi, Michael Kaushansky, SVP, insights and analytics at Havas Media, Brandon Berger, chief digital officer for Ogilvy & Mather, Peter Stabler, Wall Street Analyst for Wells Fargo Securities LLC, and Ben Schachter, Wall Street Analyst for Macquarie Group.

What you will prescriptive advice for marketers, agencies and brands as they prepare for new industry standards for viewable impressions, which are scheduled to take effect in Q1 2013.

19 pages, Kindle Edition

First published October 30, 2012

About the author

Jeff Greenfield (b. 1943) is one of the most prominent political writers in the United States. Born in New York City, he went to college in Wisconsin, and received a law degree from Yale. He entered politics in the late 1960s, as a speechwriter for Senator Robert F. Kennedy, and has covered the beltway ever since, contributing to Time, the New York Times Magazine, Esquire, and, in a lighter vein, National Lampoon. His first novel, The People’s Choice, was released in 1995, and ruthlessly satirized the foibles of the Clinton era. His most recent book, Then Everything Changed, is a series of novellas looking at how American history might have been different if small political events had turned out differently. Greenfield divides his time between New York and Connecticut.