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Out with Viewability, In with ‘Share Of Attention’? It Could Become Advertising’s Next Metric

Out with Viewability, In with ‘Share Of Attention’ It Could Become Advertising’s Next MetricAccording to Marc Guldimann, CEO at Sled Mobile, viewability might not be all it’s cracked up to be.

Though it has gained a lot of currency as of late, paying for viewability is never going to be like buying 10 gallons of gas, says Guldimann.

“Advertising’s “thing” is more nebulous, but at its core the advertising industry is about buying and selling attention, so it makes sense that the metric of sale for advertising should attempt to measure attention,” he writes in AdExchanger. “Today display advertising uses the impression, but it does a poor job of yielding a consistent amount of attention. As a result, it’s no wonder that the industry is rushing to anoint new currencies metrics of sale.”

Viewability, this CEO contends, doesn’t “have the granularity required to be the pricing metric for a transaction in its own right.” Neither does time in view.

But what Guldimann calls “Share Of Attention” could change the landscape.

“Technological means can be used to quantify the amount of attention paid to an ad,” he says. “Chartbeat, for example, measures attention in large part by tracking movement or interaction via a mouse, according to Gigaom.”

There’s also a case to be made for interruptive ads.

“A simpler, albeit potentially less accurate, way to measure attention is to use interruptive ads,” notes Guldimann. “If an ad is interruptive, it captures 100 percent of attention paid to the medium while it’s in view. Interruption has worked for TV, radio, print, video, social feed and even Snapchat ads.”

Interruptive ads, which still give readers control of how long they want to spend with the content, could offer the granularity and specificity required to be a metric of sale.

Yes, we’ve come a long way from “the click” as a measurement of impact.

“Now, measuring share of attention down to the cost per second could do for digital brand advertisers what CPC did for the direct-response industry: revolutionize it by removing buy-side risk,” concludes Guldimann.

Mobile Marketing Watch » Marketing Strategy

Nexage Introduces Mobile Advertising’s First Private Exchange

style=' float: right; padding: 4px; margin: 0 0 2px 7px;' class="alignright size-medium wp-image-19988" src="http://www.mobilemarketingwatch.com/wordpress/wp-content/uploads/2011/12/Nexage-Introduces-Mobile-Advertising%E2%80%99s-First-Private-Exchange-300x112.jpg" alt="Mobile Marketing Nexage Introduces Mobile Advertising’s First Private Exchange" width="300" height="112" title="Nexage Introduces Mobile Advertising’s First Private Exchange" />On Wednesday, the team at Nexage – an industry leading mobile advertising exchange – announced the launch of “mobile advertising’s first private exchange.”

The goal, according to Nexage, is “to enable premium publishers and developers to only sell to those buyers that represent brands and campaigns that best fit their business.”

The company claims that its new private exchange will help premium publishers and developers avoid channel conflict while driving a cohesive and productive integrated sales channel inclusive of their direct sales force.

id="more-19987">“And by tapping into the Nexage Exchange, they are able to accelerate revenue performance, protect price, and ensure brand safety – all while taking advantage of the extraordinary efficiency and liquidity of programmatic markets,” Nexage says.

Nexage’s private exchange is built upon the Nexage Exchange, mobile advertising’s most advanced and complete integrated RTB and mediation platform. Nexage’s private exchange leverages key innovations of the platform, including dynamic price floors that enable sellers to continually optimize revenue performance, and one-click ad screening that enables sellers to identify and block ads, in real-time, to manage brand safety and alignment.

“The launch of our private exchange is critical to our customers and an important achievement in the maturation and scaling of the mobile advertising market,” says Ernie Cormier, CEO and president of Nexage. “Nexage’s private exchange gives our premium publisher and developer customers the ability to seize on the efficiencies and liquidity of the market, while controlling their operations in a way that best suits their needs. Mobile advertising is growing—and growing up fast—and we are proud to be taking the lead in launching the market’s first mobile private exchange. We will continue to innovate and drive this market forward. Stay tuned.”

The Nexage Exchange presently supports over 12 billion monthly impressions and creates liquidity for more than 200 publishers and developers and 125 demand sources.

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Mobile Marketing Watch » Marketing Strategy