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One of the more exciting new products we encountered at ad:tech San Francisco this year was engage:BDR‘s Viewable Impressions product which is introducing a whole new way to measure and monetize the success of online ads. In short, what this proprietary technology allows engage:BDR to do is know exactly when an impression is being viewed and for how long, charging the advertiser only when the ad is actually being seen by a human and for the agreed upon length of time.

In this recent interview, engage:BDR CEO Ted Dhanik tells us more about Viewable Impressions, how it works, how it benefits advertisers, and what’s to come in the future.

To find out more, watch the full interview below:

These are some key takeaways from the video:

  • In the interview, Ted told us that engage:BDR took on the Viewable Impressions project last year and has been in the beta phase for roughly 8 months already. The proprietary technology behind this product enables engage:BDR to know exactly when an ad is in view to prevent fraud from bots and other types of wasteful practices. It also makes it easier for advertisers to ensure that they are paying for only that ads that are seen, and gives engage:BDR a more definitive way of charging for ad space.
  • Ted explains that this technology makes online advertising comparable to TV advertising, and that viewable impressions ends up being more like a commercial time slot on TV than a regular online ad. He also says that generally, the “time slots” that have been selling best have been between 30 and 240 seconds, but ultimately depends on what the advertiser wants.
  • Viewable Impressions works by firing the first pixel when the impression is loaded and starts the view, measuring visibility based on when the view starts rather than when the impression loads. Currently Viewable Impressions works for display, with plans for mobile and video on the way.

If you have any questions after watching the video, feel free to ask them in the comments section below! Please visit TheMail’s YouTube page for more video interviews from ad:tech San Francisco.

For more performance marketing stories and exclusive content, make sure to like TheMail on Facebook, follow on Twitter, subscribe on YouTube, and sign up for our Email newsletter.

Murray Newlands

Murray Newlands is an online marketing industry veteran, and the founder of TheMail.

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Murray Newlands

Murray Newlands

Murray Newlands is an online marketing industry veteran, and the founder of TheMail.

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