Toward Viewability: You Can’t Count What You Haven’t Measured
Over the past year, marketers have been debating how best to capture the viewability of ads. What have we learned? Our VP of display and video advertising, Neal Mohan, shows us that a viewability standard is driving better results for marketers and why it should be a true currency in digital.
Last month at the IAB’s annual leadership meeting, viewability—a metric that shows whether an ad was actually viewed—was the topic on everyone’s mind. This is hardly a surprise. According to the “5 Factors of Viewability” research that we published in December, more than half of ads online today never even have a chance to be seen—something we can and must change.