Viewability is Looking Like Yesterday’s Problem | Digiday
Two years ago, when Digiday broached the subject of viewability it noted that advertisers wishing to pay only for ads consumers see was totally reasonable and asked, “Is this seriously an issue?”
The reply was “actually, it is.” Two years later I’d add that it still is, but to a much smaller degree. The key to this is the realization that: (1) 100 percent viewability is incredibly difficult; and, (2) estimations about viewability are accurate enough. As a result, marketers are paying only for ads that are viewed. This is not an exact process, but it’s enough to put the viewability issue to rest.