The View From Here

Is there a more debated topic in advertising today than viewability? It reached a fever pitch at the recent IAB Leadership Forum, leading to even more heightened concerns for advertisers and publishers.

But what’s fueling this hysteria? And why now? Do we have a crisis on our hands? I think not. But it is indicative of how much our ad-tech capabilities have leapt forward and how quickly our business practices (both buy- and sell-side) need to catch up.

Viewability has always been the “elephant in the room” for advertising. We knew we couldn’t measure it, so we didn’t talk about it. But with digital advertising and third-party accredited measurement, we can talk about it now — so people sure are talking!