December marks the time when everyone in digital marketing starts sharing trends that are anticipated to shape the next generation of experiences. Instead of writing about the year ahead, ClickZ decided to go back and ask ad executives if their predictions from last year came true in 2015.
Here is IAB’s Anna Bager’s response:
Looking back, I think my 2015 prediction was pretty good. This was a year of mobile measurement – the Media Rating Council (MRC) started working on a mobile viewability guideline and is looking to release it in Q1 of 2016. There has been advisory and temporary standard about mobile measurement, showing that the industry has come together to figure out what mobile viewability means, which in return, means that we will be able to start looking at creating digital Gross Rating Points (GRPs) for better cross-screen measurement.
The IAB has also started a massive project trying to figure out better ways of measuring cross-screen attribution. And we will continue working on it next year. Of course, there’s more work to do, but the industry is taking a big step forward.
Mobile programmatic is really growing fast and data is becoming even more important on the rise of new products and solutions, such as beacons and wearables.
On the video front, I think we are getting better and better in terms of what ad units work on mobile and how we work with native advertising.
Read More in ClickZ: Revisiting the ghosts of Christmas past: did these predictions hold true?
