GroupM Negotiates New Kind Of Audience Guarantee With Conde Nast: Delivery Of 'Human Beings'
- by Joe Mandese @mp_joemandese, November 19, 2014
GroupM Wednesday announced a deal with Conde
Nast ensuring 100% “viewability of video and display ads” across the publisher’s “digital assets.”
GroupM described the deal as part of a “broader partnership between the two companies,” and said it combines “defined audiences, premium content and specific delivery terms.”
GroupM Chief Digital Investment Officer Ari Bluman has been on a public mission to clean up digital media buys in an effort to reduce both non-viewable and “non-human” advertising inventory, and vowed to pull all of GroupM’s business out of the open RTB marketplace by the end of the year as part of that. He said GroupM would be seeking to leverage more direct deals with publishers as part of that effort and the Conde Nast deal appears to be a step in that direction.
“This partnership is an important step in the establishment of online standards,” he said in a statement, adding that Conde Nast is “guaranteeing what GroupM clients require -- ads that are viewed by human beings.”
Image provided courtesy of Shutterstock.
Good news----a sign of progress. I wonder what the digital CPMs that Group M is buying look like under these more realistic performance ground rules?
It is good to see Ari Bluman, GroupM and Conde Nast leading from the front! Ari's mission is well underway and his execution will be fun to watch help change the digital media industry for the better.
Will GroupM hit that year end target date? Does anyone know how close they are to planned project schedule, if there was one?