By Seb Joseph

UK web industry body JICWEBS has bolstered efforts to curb viewability concerns across the industry with revised guidelines for online ad trading.

The updates expand on last year’s “Principles for Viewability Products” initiative in order to reflect the issue’s growing impact on advertisers’ buying decisions. Feedback from a UK-focused cross-industry group informs the measures as well as the learnings from the Media Rating Council (MRC) and the Interactive Advertising Bureau (IAB) in the US.

Despite ongoing industry efforts to clarify, viewability remains a murky subject for advertisers, one that is threatening to become even more splintered as publishers and brands increasingly employ Read full story ›

Source: The Drum