The news that US advertisers can now buy ad impressions that are viewed solely by potential consumers – rather than robots – will provide basic guarantees that ad spend is not being wasted, says ad trade body ISBA.
The voice of British advertisers would now like Yahoo!’s premium Prime View service to be extended to the UK.
There are growing concerns among UK advertisers that a significant proportion of the ad impressions they pay for when their online display ads are clicked on are not representative of those being seen by humans.
Bob Wootton, ISBA’s Director of Media & Advertising, said: “Given the complete lack of certainty that what advertisers pay for is what they get, Yahoo! has at least offered a solution. However, it doesn’t sit entirely comfortably that brands are being asked to pay a premium for something that they really ought to take for granted.
“That said, if the price is right, there will be great appetite for this service and we would urge Yahoo! to roll it out across the pond as soon as possible.”