ABC moves to ease viewability headaches through expansion of its certification programme as the Guardian trades on 100% viewable impressions
ABC has expanded the amount of companies it approves for measuring ad viewability from four to six as advertisers seek to minimise the amount of discrepancies between the results from different ad tech vendors, and media owners make increasing assurances they offer value for money.
The auditing outfit has today (23 November) issued its second industry report comparing the digital ad viewability methodologies of six companies – comScore, DMA Institute, DoubleVerify, Integral Ad Science, Meetrics and Moat – after pan-industry trade body JICWEBS updated its measurement principles in July.
Standardisation of measurement techniques
The updated list sees the DMA Read full story ›
Source: The Drum
