By niall hogan

Over the first half of this year there was a definite shift in attitude from UK advertisers and agencies who are doing far more to understand media quality concerns. Today, the digital industry as a whole is placing much greater emphasis on viewability (whether ad impressions are in or out of view) as a key indicator of campaign performance.

In the US, the ad industry appears to be a step ahead in how it is approaching viewability; 2015 has seen a growing number of advertisers paying only for viewable impressions and getting closer to using viewability as a trading currency. There Read full story ›

Source: The Drum