A new shared framework for video ad quality is here. Buyers can now use measurable signals, not just labels, to guide spend. The next challenge: putting these standards into real buying decisions.
Media buyers now have access to a shared industry framework for evaluating video ad quality, marking a shift away from relying solely on inventory labels and metadata. The new "Quality Matters" white paper from CIMM introduces a common language for buyers, publishers, platforms, and measurement firms to assess the true value of video impressions based on observable signals.
According to Erez Levin, a co-author of the paper and founder of Emet Advisory, the industry has long treated different video ad experiences as if they offer equal value. He said that while scaling impressions has become efficient, current systems often group together very different viewing experiences, leading to similar pricing and optimization for inventory that may not deliver the same impact.
The framework highlights three key principles for buyers. First, it urges buyers to recognize that quality varies widely within each channel. For example, a sound-on, full-screen video in editorial content is not equivalent to an autoplay-muted ad in an outstream player, even if both are labeled as premium. Second, the paper recommends that quality should influence pricing, not just serve as a pass/fail filter. Buyers are encouraged to set their own quality thresholds based on campaign goals and to weigh factors like player behavior, screen environment, and content adjacency accordingly. Third, the framework calls for measuring both short-term and long-term value, noting that video ads contribute to brand equity and future purchasing decisions, not just immediate clicks or conversions.
Chris Milano, global VP of supply at Assembly, said buyers need better ways to validate the viewing experience they are paying for. He emphasized that making observable quality signals available and enforceable is the next step for aligning pricing with actual attention and impact.
To operationalize these ideas, the paper suggests three practical steps for buyers: auditing recent campaigns to see where spend and CPMs are distributed, treating quality as a continuous variable rather than a binary filter, and specifying quality requirements in RFPs and deal terms. The goal is to stop overpaying for low-quality supply and direct budgets toward publishers and environments that deliver real attention and effectiveness.
The introduction of a shared quality framework comes as programmatic video continues to evolve. For comparison, other sectors are also seeking ways to improve campaign efficiency and transparency, as seen in recent efforts to streamline agency workflows.
