With marketers operating at the centre of the eminently quantifiable digital universe, one would think we would finally be able to put the often repeated dictum – “I know half my advertising budget is wasted, I just don’t know which half” – out to pasture.
Sadly, in the world of programmatic display and video this appears not to be the case. At the heart of the problem is viewability: simply making sure the ad is capable of being seen rather than it playing on a buried tab, being scrolled past, or worse, entertaining thousands of bots roaming individuals’ desktops.
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Source: Marketing Week
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