Is Viewability The Bogeyman Of Digital Advertising? 

Viewability has been an increasingly hot topic. Advertisers are clamoring for increased viewability levels; companies are scrambling to develop technologies that improve viewability; tradeorganizations are hard at work setting new viewability guidelines. While I agree that viewability is important, I feel that this is a misplaced concern for a number of reasons.

Source: Is Viewability The Bogeyman Of Digital Advertising? 07/30/2015