By Seb Joseph

An agreed metric to trade on viewability is all well and good but an agreed way of creating that currency is needed first – something Heineken plus Telegraph Media Group worry could be done by global media owners before industry trade bodies.

There are companies currently telling publishers they will only count 100 per cent in-view impressions, in stark contrast to the industry standard 50 per cent in view for one second. It’s ruffled publishers, who argue that unbundling non-viewable impressions is no easy task, and also spotlights industry discussions as to whether to trade on viewability, or use it as Read full story ›

Source: The Drum