Publishers’ obsession with CPM is diluting ad effectiveness claims Pandora digital ad guru
The man responsible for innovating internet radio service Pandora’s advertising products has called on advertisers to change the way they measure their ads, saying the current definition of ‘viewability’ for digital ads is not good enough.
Jack Krawczyk, vice president of advertising product management for the internet music streaming service, told Mumbrella the idea of “advertising as a function of space” was leading to publishers creating less value for clients.
During a hangout with Mumbrella he said the current definition of viewability, defined by the IAB in the US as 50 per cent of the pixels in an ad being viewable for one second, is “necessary for now given people were selling ads that weren’t actually seen,” but needed to be addressed.
Appreciate you taking the time yesterday for the interview and sharing your perspectives on the local market! One thing I’d like to call out is that I’m not responsible for the innovation myself — we have an amazing team of engineers and product managers in Oakland, CA who actually drive our core innovation across personalizing the advertising experience and generating attention at a scale higher than anyone else… I just have the fortunate task of being able to be in Aus this week and sharing that story 🙂
Can you guys do your audience a favour by dispensing with the hackneyed, time wasting preamble and get straight to the guts of these interviews. It would be a point of differentiation from traditional media, and would make your hangouts a lot more useful.