IAB to Establish Southeast Asia Viewability Benchmark

Internet advertising body IAB Singapore has launched an initiative to establish a viewability benchmark for ads in Southeast Asia.

During the next four months, IAB will bring together platforms, publishers, agencies and brands, and draw up a white paper through which to establish a measurement standard. This will then be third-party verified by a company or companies such as Moat and comScore. Members at a recent IAB Viewability Roundtable included digital execs from publishing platforms such as Google, LinkedIn and Facebook, and global brand agencies including MEC, SPH, PubMatic, Xaxis and Starcom. The team of fifteen participants also included IAB CEO Miranda Dimopoulos (pictured), who moderated the event led by comScore SVP Joe Nguyen.

This Roundtable will meet once a month to develop the next stages of the report, and the white paper will be divided into four phases, with the first establishing definitions and a summary of the current landscape of visibility in the region.

Web site: www.iab.sg .