ARF/comScore offer best practices for "viewability"

This event report outlines recommendations from the Advertising Research Foundation and comScore regarding how marketers can improve their advertising viewability levels.

ARF/comScore offer best practices for "viewability"

Geoffrey PrecourtWarc

"We all know the problem of 'viewability,'" Serge Matta, comScore's president/ceo, told a luncheon audience at the Advertising Research Foundation's (ARF) Audience Measurement 2015 conference in New York. "If an ad is not seen, there are a lot of wasted dollars."

More specifically, he offered, such wastage equates to "billions" of dollars of ads that have been billed, paid for and never seen by a sentient consumer.

Photo credit: Doug Goodman/dgphotography.com

"The question is, 'How do you fix it?' We all thought the solution was simple: if an ad wasn't seen,...

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