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Two-plus years on from the launch of the Viewability Guidelines for desktop display and video ads, there continues to be a great deal of discussion around viewability across the industry. We understand the focus on this, given its importance and the difficulties that are always inherent to a shift in an industry’s currency measurements, but we also believe the debate is overly focused on analyzing the limitations of viewable impressions rather than understanding their intent. This can only serve to hinder us in moving forward toward better ad effectiveness measurement tools, and giving marketers and advertisers a clearer and more holistic picture of the impact of their investments Read more↗

Content typeapplication/pdf
Updated2 years ago
Checked11 months ago
Keywordsviewability project background and data analysis addendum pdf
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