TalkTalk is putting the viewability of its ads under the microscope as it looks to cull media budget wastage and smarten its programmatic pre-bidding methods.

The mobile and broadband operator, which dedicates 80 per cent of its entire display ad budget to programmatic trading, is preparing its second wave of viewability trials, having been “alarmed” by the recent Google report which revealed 56 per cent of ads are not deemed ‘in-view’.

Richard Bailey, online marketing manager at TalkTalk told The Drum that since it is so heavily invested programmatic trading for its display inventory, its ad accountability is critical to Read full story ›

Source: The Drum