Online platforms are sharpening their pitches to advertisers as they compete more aggressively with traditional platforms for marketing dollars. AOL is making perhaps the most direct bid to shift marketing dollars from TV to the web, partnering with Nielsen to offer advertisers the same sort of guarantees online they’re accustomed to in the offline world. Rather than pricing ads based on total impressions or click-throughs, AOL will now guarantee an ad will be seen a specified number of times by a particular demographic group. OTT video service Hulu, meanwhile, it will begin reporting only those ads the viewer watches all the way through, not those where playback was initiated but not completed. While the new approaches carry risk, they could also help boost online CPMs if advertisers come to trust the new data.
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