Seeing Viewability for What it Is

Viewability does not equal engagement – but it will always have a purpose as a metric, says Edward Lee, VP, North American operations & business intelligence, The Exchange Lab. 

It has always been the nature of advertising that publishers can’t guarantee that ads, whether shown on TV, a billboard, or a website, are going to be seen by consumers. However, in the digital age, as consumers live across devices and advertising technology continues to rapidly evolve, advertisers are demanding guarantees that their digital impressions are being viewed by online consumers across channels.

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