Media buyers weigh in on Nielsen’s video measurement challenges
Mumbrella’s Zoe Samios chats with media buyers about the IAB’s decision to withdraw support for Nielsen’s secondary crediting solution.
Measuring video views from zero seconds does not allow for robust-enough data for buyer and advertiser decision making: those were the words of interim Interacting Advertising Bureau (IAB) CEO Gai Le Roy last week.
After eight months, the decision to pull support for Nielsen’s secondary crediting for video was unsurprising.
Last week, interim IAB Australia CEO Gai Le Roy said she did not believe measuring video views from the start provided robust-enough data for media buyers and advertisers to make accurate decisions
So, if the IAB are doing such a marvelous job in protecting brands and media buyers interests, why did they let a nonsensical flap about in the market for over 6 months? Sounds like they’re asleep at the wheel or have simply copped enough criticism to force them to give Nielsen a token slap on the wrist.
I mean, really, 0 seconds = a view!? What kind of post-truth world would these clowns have us believe in?
Wait – so this is an argument about whether a video”view” is 0 seconds, or 2 seconds?? This is Alice in Wonderland stuff. Both are completely nonsensical….
it’s starting to make sense why Fairfax withdrew.
Reading the coverage since, Nielsen:
– can’t accurately count mobile web
– can’t at all count Google AMP
– treats a non-video view as a reader on Facebook (their measurement partner – what a rort!!!)
– can add several million Australians to a website’s audience overnight!
I wouldn’t pay a million dollars for this garbage – and anyone who is buying digital based on a site’s total audience size is a moron anyway.