Another mobile headache for publishers: viewability

There’s a sea change in how digital advertising is being sold, with advertisers and their agencies demanding that ads be viewable by humans without having to pay more. But as bad as the battle is as it plays out over desktop ads, those in the trenches say it’s only going to get worse when attention shifts to mobile devices.

The conventional wisdom is that because screen sizes are smaller, mobile ads are more likely to be in view. A study from ad management company Sizmek says as much.