Charting a path though the viewability maze
Dominic FinneyFaR Partners
Dominic Finney looks at why viewability has become such a contentious issue in the marketplace and why further development of standards and greater consistency of measurement across vendors is vital.
Marketers are spending more on digital advertising than ever before, with the global digital ad spend expected to hit $171 billion this year, yet there are growing concerns amongst the media industry that viewability standards and consistency across measurement tools are not sufficient to accurately monitor whether consumers have viewed adverts, which will ultimately put trust on the line....