Getting Clear On Viewability
By Sherrill Mane
The IAB hosts a Making Measurement Make Sense (3MS) educational forum once a month in order to foster knowledge-sharing about measurement change and support the implementation of viewability. These sessions have been well attended and have helped many come up to speed on the massive transition that arrived once the Media Ratings Council (MRC) gave the green light to transact on viewable. Still, despite a plethora of educational sessions, an in-depth 3MS website including a comprehensive FAQ section, copious amounts of press coverage and more, a steady drumbeat of concerns and questions in the marketplace seems to persist.
Below are issues that I’ve seen surface with some frequency, alongside answers that will help ensure that there is more clarity around viewability…
via MediaPost Getting Clear On Viewability 08/07/2014.