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.