IPG Media Lab

New Header Bidding Innovation Moves Beyond Standard Iab Formats to Boost Time-In-View for Advertisers and Deliver an Average 60% Ecpm Increase for Publishers 33Across announced the launch of Impact Header Bidding. This latest addition to its AttentionX exchange platform makes even more unique, high-viewability supply accessible to buyers and creates a powerful new monetization opportunity for 33Across publishers. “As marketers increasingly demand quality audience attention for their programmatic advertising…

Study Shows Viewability is a Market Reality Beyond Digital, Finding 29% of TV Ads are Not Viewable According to a new study by IPG Media Lab, using data from TVision, TV has a viewability problem similar to that of digital. The study, “Quantifying TV Viewability,” reveals how often people are in the room when ads air and how this varies by daypart, position in ad pod and ad length. “Viewability has long been a term of discussion in the digital advertising landscape but now the industry is realizing just how difficult it…

Over Half of All Ad Impressions Could Be Wasted with Traditional Video Retargeting; Optimizing Journeys Based on Sentiment Doubles Brand Trust and Likelihood to Take Action According to a new study, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey, saving otherwise wasted video ad dollars and positively impacting brand affinity metrics. The Sentiment Driven Consumer Journey, research conducted by MAGNA, IPG Media Lab and ViralGains, the industry’s only video ad journey…

The Study, Conducted in Collaboration with BMW and a Leading Online Entertainment Platform Is the First to Measure and Quantify the Precise Impact of a Negative Ad Placement In the wake of a number of recent brand safety issues in the digital advertising marketplace, autonomous brand safety company CHEQ, together with IPG Mediabrands, BMW and a leading online entertainment platform, announced the results of an in-depth media trial study – "The Brand Safety Effect" – that examined how ads that appear near negative…