This year we are changing the way we structure our activities to enable us to more actively support our members in solving the problems they face, through collective action. To achieve this we have created campaigns and explorations which will run throughout 2017 and will focus on key industry subjects.
The objective of campaigns is to solve an industry wide problem that our members face. We campaign to devise a solution and involve all the relevant industry stakeholders to make it happen.
The Client and Agency driven push for ad viewability creates a number of challenges for publishers that need to be solved at an Industry level. This year the AOP will campaign to achieve an approach to viewability that respects the needs of advertisers but also achieves balance in the industry approach to formats, light loading creative, trading currency and user experience.
Why you need to be involved
If you want to ensure fair trading for your ad inventory, if you want to ensure that you only receive light loading creative that is in view as soon as your page loads, if you want to ensure that viewable ad formats and measurable standards serve your product experience; all of these are far more likely to succeed at a collective rather than individual Member level.
Agencies are increasingly demanding viewability as a key campaign requirement. This workshop will focus on creating a collective Member response to this growing trend. Can we balance good UX with viewability? Can we trade more fairly? Should we bear the responsibility if advertisers provide slow loading creative?How do we take this campaign forward?
Our first workshop on advertising UX struggled to balance the buy side’s demands for viewability and the need to create good site UX and so this second workshop is designed to provide a deeper focus on ad UX.