In the past few years, the advertising industry has made tremendous strides in measuring viewability. But buying viewable ads doesn't always translate to positive results. As a matter of fact, it often translates into worse results.
As true consumer-based marketing becomes a reality, understanding how consumers are exposed to ads over the course of a campaign – and then optimizing that exposure time – has never been more critical. But where are the tools to fix the problem?
A short history of viewability
In the early days of digital advertising, the industry relied on a familiar frame of reference to...
