For two years several trade marketing groups worked to set the standard for online display and video ads. This year those standards were enacted. Recently, Unilever and GroupM, announced they are working with standards that are much tougher than those for online display and video ads. For example, Unilever requires that 100% of an add must be viewable in a browse where as the industry standard as set by the 3MS governing body.
The main point behind Unilever's stance is that they do not want to be paying for ads that are not actually being viewed by human beings. While Unilever's concerns are certainly understandable critics are worried that having such a large company reject the standards set by governing bodies will set a precedent for other companies to reject and cause these standards to not stick.
On Unilever's part they believe that they needed to be more aggressive in their position on digital advertising. "We think there's a huge opportunity to bring greater rigor and accountability where so much more money is flowing," said Rob Master, VP-media for the Americas.
One possible issue Unilever will face with these higher standards is a lack of inventory.
The main point behind Unilever's stance is that they do not want to be paying for ads that are not actually being viewed by human beings. While Unilever's concerns are certainly understandable critics are worried that having such a large company reject the standards set by governing bodies will set a precedent for other companies to reject and cause these standards to not stick.
On Unilever's part they believe that they needed to be more aggressive in their position on digital advertising. "We think there's a huge opportunity to bring greater rigor and accountability where so much more money is flowing," said Rob Master, VP-media for the Americas.
One possible issue Unilever will face with these higher standards is a lack of inventory.
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