Canal Plus Hoping a Viewability Standard will Help Video GRPs Match Offline GRPs #Video@Dmexco

Viewability has been measured by various players in the French market for approximately five years now and those at the premium end of the market have been keen to use viewability guarantees in order to further differentiate their inventory from the mid to long tail. Here Virginie Dremeaux, Digital Marketing Director at Canal+ Regie, the advertising sales arm of the CANAL+ Group, explains how she hopes a viewability standard will be incorporated into the online video GRPs so they can be traded in a manner similar to offline GRPs.