"Our analysis shows that video impressions don't always behave the way buyers assume. A player can technically meet a DSP label at load, yet function in a way that changes the nature of the impression entirely."
"That matters because experience is what determines value. If video is going to command premium investment, it needs to be measured and priced based on actual user engagement rather than just initial classifications."
Analysis from Picnic reveals that 30% of open-web video players collapse in size after loading, while 15% continue playing when scrolled past. Additionally, 12% of sites serve multiple videos simultaneously. Current video buying relies on DSP classifications that do not account for player behavior during user interaction. This discrepancy suggests that format-based classification may not accurately reflect video quality, especially as open-web video attracts premium investments. The PIQ framework measures player persistence and user interaction, highlighting the need for better valuation of video impressions.
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