Entropia has promised clients 100% viewability. Entropia said it has struck collaborations with several top publishers in this regard, as well as with the most rigorous global ad fraud and brand safety platforms globally. Over the last few months, a series of pilots were run to assess optimal cost and reach elasticity dynamics, it added.
âIn upper and mid-funnel focused brands where the currency of trading is views, it goes without saying that âreal viewsâ are a must have, and not just good to have. Itâs got to become hygiene,â said Prashant Kumar, senior partner, Entropia.
âWhile rigorous filters bring some limitations to the qualifying inventory volumes, and raise costs, the advertisers pay for whatâs real. And an uncompromising stance on this by the industry is probably the only way to incentivise and compel inventory owners to offer stricter qualifying standards. The market for the unviewed or ‘unspecified status’ has no right to exist.”
Much as the online world has a deluge of data, some very basic issues in terms of whatâs being bought and whatâs the right amount to pay remain unaddressed, Kumar explained. He added this is dangerous for the credibility of digital media investments in the due run.
âIn the rapidly evolving media marketplace we live in, the âcult of the newâ has spawned a range of myths. Technology is not always equal to transparency; Data is not always equal to efficiency and accountability; and complex is not necessarily sophisticated.Â This is the first in a series of measures we hope to take to ensure data and tech genuinely work for the clients. And clients pay for what matters,â he added.