Why viewability will become one of the key issues in digital advertising in 2016
Ad viewability is set to become one of they key issues of 2016 as advertisers shift their TV adspend to digital video and experiment with their own benchmarks, while the wider industry begins to agree measurement standards.
The buy-side of the industry is working with trade bodies to introduce industry-standard means of measuring viewability with the ambition of using the metric as a currency with which to trade media. In addition, ‘viewability’ is now among the top campaign optimisation goals, according to a whitepaper recently published by video demand-side platform (DSP) TubeMogul.
Sources quoted in the paper predict Read full story ›
Source: The Drum
