Viewability In Focus At Leadership Meeting

The massive currency change that has come with the transition from a served impression standard to a viewable impression standard has sparked debates. There is no question that debates are constructive.  What is less constructive is confusion. Even worse is confusion created for the sake of controversy — making for unnecessary marketplace turmoil.

The recent IAB Annual Leadership Meeting (Feb 8-10), attended by more than 1,100 executives, featured a number of conversations about viewability, including a Town Hall devoted to the subject. Over the course of high-level dialogue with stakeholders from the buy, sell and tech sides, it was clear that confusion persists.

Via http://www.mediapost.com/publications/article/244075/viewability-in-focus-at-leadership-meeting.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=80287