Where the industry has settled on calling an ad ‘viewable’ if 50 per cent is visible for one second, for example, Condé Nast will charge GroupM just for ads that become 100 per cent visible (although not for any minimum amount of time).
“Ultimately we want to create an environment where humans see ads,” said Condé Nast chief revenue officer, Lisa Valentino. “That’s the most basic premise. We think their standard, while aggressive, sends the right message to the marketplace. Frankly, we want to lead that discussion.”
The move comes amid advertisers’ growing concern that they’re paying for online ads that few people see because, for example, they’re served lower down on the screen than many people scroll.