Three Separate But Related Online Ad Announcements 0

Yesterday and today there were three announcements that made some news individually, but when we look back I bet this week marks the start of an industry turning point.   The online ad world could/should be he most measurable media ever, but in lots of ways it isn’t – this article by Mark Hughes of C3 Metrics describes some of the challenges and is a good starting point.

Yesterday at the AdAge Digital Summit I saw Hulu CEO Jason Kilar announce that they would only charge advertisers for 100% completion rates.

Then I saw that First Round portfolio company Say Media launched their Cost Per Exposure model to ensure that ads are seen.

And today Google/DoubleClick announced the Active View and Active GRP – their way of ensuring ads are viewed and the audience is measured properly.

Coincidence?  Maybe, but I think they represent a trend and a step in the right direction.