Advertising body Isba has voiced concern that Yahoo’s new guaranteed ad viewability service Prime View is asking advertisers to pay more for “something that they really ought to take for granted”.
Following the announcement from Yahoo on Wednesday of its vCPM service for US advertisers, Isba director of media and advertising Bob Wootton called on the tech business to roll the option out to UK advertisers, but said the concept of paying an extra cost to ensure ads are actually seen “doesn’t sit entirely comfortably”.
“Given the complete lack of certainty that what advertisers pay for is what they get, Yahoo has Read full story ›
Source: The Drum
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