Are your ads truly making an impression?: Video viewability - measuring the measurers
Tim Avila and Amaya Garbayo Brightroll and Kellogg
Overview
Advertising that is not seen cannot make an impression. Historically, digital advertising has been transacted based on the number of impressions served, yet there is substantial evidence that some ads may be served that are never viewable to users. Recent advancements in technology and industry standards enable the measurement of whether ads served can be seen by users. In the wake of these developments, the digital advertising industry is increasingly moving toward a "viewable" impression standard whereby...