The Push For Web Ad Viewability Proving To Be Nightmare For Publishers Early On
The online ad world is racing to make viewable ads–ads people can actually see–the standard currency for the industry. And that race is causing major pain for Web publishers while wreaking general havoc in the ad marketplace, say executives from major media companies, digital native sites and top ad agencies.
Making viewable ads the standard that Internet advertisers transact upon is theoretically a mission everyone would agree upon. Marketers would benefit from knowing that their ads are actually being seen, rather than falling outside the view of a person’s computer screen or rendering only after a person has scrolled past them. And top Web publishers would benefit because eliminating non-viewable ads should reduce the supply of advertising inventory and thereby raise prices.