“I got emails from all of my peers in the industry saying, ‘What did you do? Are you crazy?'” Condé Nast’s senior VP-digital sales Lisa Valentino said on Tuesday at the first day of Ad Age’s Digital Conference in New York.
However the agreement may not be as crazy as it sounds. For starters, it only applies to industry-standard banner ads, the typical squares and rectangles adjoining articles on publishers’ web pages, according to GroupM’s chief digital officer, Rob Norman, who joined Ms. Valentino and Ad Age’s Michael Sebastian on stage. “This is only dogmatic within that narrow prism of IAB standard units,” he said.
That means GroupM’s clients usually still have to pay for so-called “native” ads, sponsorship deals and ad formats custom to Condé Nast, even if those non-standard ads don’t meet the industry’s viewability standard.
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