Why mobile escapes the ‘viewability’ conundrum, Marketing Magazine*

Google recently announced it will now sell display ads based on viewability. This means that advertisers will only pay for ads that are actually seen by a human being.

It’s common knowledge in digital media circles that as many as half of all online ads are actually not seen by any audience, often because they are positioned some way down the page, below the fold.

The idea of viewable impressions is not new. In fact, the industry has been debating the pros and cons of transacting on viewable impressions for almost two years now. In early 2012 the IAB was part of an initiative called 3MS (Making Measurement Make Sense) which developed a series of principles on digital marketing measurement, with the first recommendation being a move from served to viewable impressions.

via Why mobile escapes the ‘viewability’ conundrum | Marketing magazine.