SAY Media Has A New Way To Measure Online Ads: ?Cost Per Exposure?

Back in February, comScore released a statistic that was probably pretty discouraging if you're an online advertiser: In a study, it found that 31 percent of ads delivered were never actually seen by consumers. If you're paying by the ad impression, that's a lot of wasted money. Now online publishing and advertising company SAY Media has come up with one way to solve the problem, through a measurement called "cost per exposure." CEO and co-founder Matt Sanchez says that since "we have a proprietary technology stack," SAY can communicate with the browser and determine whether an ad was actually seen. That doesn't mean it's literally tracking where you're looking, but it can tell whether the ad actually loaded within your browser window. So when SAY says it's charging "per exposure," advertisers don't have to pay for ads that viewers never scrolled down to see, or that they scrolled past before the ad loaded. Sanchez says he's hoping other publishers start adopting a similar system.

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