On today's episode, we discuss Google's insane Q4 performance and what stood out the most. Then for "In Other News," we talk about what will happen when the dust settles on the TV measurement wars and how concerning the viewability challenges of connected TV (CTV) really are. Tune in to the discussion with our analyst Paul Verna.
Viewability rates, which were also a point of contention for programmatic buys, appear to perform reasonably well for programmatic vs. traditional buys in the UK. H2 2018 data from Integral Ad Science, for example, found that rates for programmatic ad impressions across purchase methods and devices were often as high as for publisher direct buys.
Consumers are spending more and more time on their smartphones—which has quickly turned mobile into one of the most important channels for marketers. But, according to a new research, less than half of marketers are confident in their ability to measure granular mobile ad metrics.