"In an era when the major internet platforms' share of advertising spend looks set to increase, and no media plan is (seemingly) complete without the slightest hint of AI, there's a growing curiosity to probe what goes on inside those black boxes among advertisers. And away from the headline-grabbing platforms such as Google's Performance Max, Meta's Advantage+, or Amazon's Performance+, growing attention is also being paid to the veracity of more established third-party measurement programs, the two most prominent of which, on YouTube and Meta, are now more than a decade old."
"Zefr CEO Rich Raddon recently told Digiday that his company, which has viewability accreditation on YouTube and is undergoing similar processes for the internet's other platforms, will soon offer viewability as a free metric in walled gardens, starting with TikTok, then expanding to other platforms. The push stems from what Raddon described as a widening gap between how the market believes walled garden measurement works and how it actually does."
Major internet platforms' share of advertising spend is expected to grow while AI features become standard in media plans. Advertisers are increasingly scrutinizing measurement inside platforms as attention turns from headline products to long-established third-party measurement programs on YouTube and Meta. Those programs allow approved third parties, often Media Ratings Council-accredited, to verify advertisers receive promised value in previously opaque environments. The assumption that advertisers should pay third-party verification for viewability inside walled gardens is being questioned. Zefr plans to offer viewability as a free metric inside walled gardens, starting with TikTok, arguing that platforms already pass viewability data through and that move could pressure existing verification pricing models.
Read at Digiday
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