What Publishers Really Think About Time Spent
80 percent of publishers are using, considering time-based ad sales.
Time-based metrics are used by almost every leading publisher to measure themselves, but there’s been hesitancy to transact on the basis of numbers like time spent and ad exposure time.
That could change soon though as a member survey by Digital Content Next, formerly the Online Publishers Association, notes that 80 percent of its respondents are currently testing time-based transactions or are actively considering the practice. Half think it could eventually replace the impression as the universal currency for ad units.
There are still hurdles however. A lack of standard metrics and measurement methodology topped the list, with more than two-thirds of respondents saying the guidelines out there now are inadequate. Research, education and market knowledge were also lacking, according to the survey.
It’s worth noting that the survey looks exclusively at larger, high-volume publishers though. Even if the practice gains widespread acceptance in the industry, the expense of accurate tracking software and technical difficulties of implementation likely mean time-spent transactions are a long way off for the majority of the industry.