The case for a more robust online viewability metric

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

The recent industry concern over ad fraud is not new. Back in 2011, measurement error and ad fraud were reported as impacting up to 50% of served digital impressions. So a concerned US advertising industry came together to discuss a pathway towards g

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