ARF/comScore offer best practices for "viewability"

Geoffrey Precourt

"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.

Serge Matta
Photo credit: Doug Goodman/

"The question is, 'How do you fix it?' We all thought the solution was simple: if an ad wasn't seen, let's create technology that ensures that it can be seen. It can't be that hard.