I bought a pair pair of shoes online last week. My order was confirmed, my credit card charged. The shoes never arrived. So this week, I naturally went back to the same site and bought three more pairs.
Absurd, right? In real life, we'd never knowingly spend our hard-earned money on goods and services we don't expect to receive. We would never settle routinely for 70% performance on the things we buy. But that's what's happening with the current crisis in viewability.
It's unbelievable that in 2015 our industry is still talking about viewability and setting targets as low as 70%. What it says is that we're comfortable knowing that three in 10 of our ads have no reasonable prospect of being seen. We can be realistic: It is clear that 100% viewability is not within the realm of possibility today.
But digital publishers can and must do better. Seventy percent is not good enough.
The crisis in viewability is bigger than inefficiency. It's this endless cycle of policing, tracking, measuring and correcting to counter waste and fraud -- and the investment it requires. It's taking our eye off the ball from what really matters, which is making great consumer experiences and building meaningful connections. The industry needs to focus on creating advertising that people care to remember. But that requires a baseline expectation that the ads can actually be seen.
So where do we go from here?