Mumbo Report: IAB’s Paul Fisher on the digital landscape
In today’s Mumbo Report from Studio 33:
- Interactive Advertising Bureau boss Paul Fisher talks online audience measurement, the IAB’s stance on auto refresh and the awards revamp
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Auto-refresh an issue between buyer and seller? As a media buyer, I’d like the IAB to set the standard and not allow this, I think it’s a bit of a copout to say it’s not their responsibility.
Only way you will stop Auto Refresh is by not buying on the sites that practice it. In that sense it is an issue between buyer and seller.
Buyers have choice. They need to exercise this. If buyers have an issue with it they should vote with their clients money. If there’s a commercial negative impact for using Auto Refresh you can bet it will be turned off.
Haha, the old battle of the left versus the right.
You’ve got a very valid point though – however when selecting a huge range of websites from a variety of publishers it’s not always possible to ensure they aren’t using auto refresh.