"Today 99.92% of online ads don't get clicked, so standardizing core metrics beyond click-through rate gives advertisers a clearer understanding of effectiveness on all ad impressions," said Joe Apprendi, CEO of Collective.
"The industry has long known that simply seeing an ad delivers branding dividends. This is a big win for advertisers and agencies who in the past could only get engagement data for a very small portion of their media buy."
Traditionally, online advertising platforms have limited reporting metrics to impressions served and click-through rates achieved. With AMP 3.0, users can now measure ad effectiveness based on exposure time and mouse-over activity. It is also the only platform that can assess whether an ad is within the viewable portion of a user's screen.
"Being able to look at performance beyond just a CTR is the only way to advance the online industry forward," said Mike Turcotte, VP, Media Director at Zenith Media.
"With fewer overall people clicking, and less frequently, moving into user engagement metrics after exposure brings the true value of advanced targeting and can help justify the premiums associated with it. Layering in engagement reporting with reach/frequency will help planners optimize into a value-based media buy."
Collective's AMP 3.0 is used by premium publishers to build and manage audience networks. Ad agencies and advertisers use AMP to make display-buying decisions based on audience data, rather than simply site content. In aggregate, AMP 3.0 is responsible for delivering more than 12 billion ad impressions per month.
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