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Unilever Now Demands Value For Its Digital Ad Bucks

March 5, 2015: 12:00 AM EST
A Unilever media executive says the company has tightened its payment policy for in-view browser ads because it should “get what we pay for”. For several months now, the big digital media buyer has been paying only for browser ads that are 100 percent viewable, not the 50 percent that is standard in the industry. The tougher policy, announced last October, requires that at least half of a video ad must be played when in view with the sound turned on throughout viewing. The policy requires that an ad viewer must also press “play” instead of it being an auto-start. Unilever’s Sarah Mansfield said, “The industry standards are just not adequate enough for us as a big advertiser in this space.”
Jessica Davies, "‘We should get what we pay for’ – Unilever VP global media, Europe and Americas, on viewability-based ad trading", The Drum, March 05, 2015, © Carnyx Group Ltd
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