Viewability’s Fine but it Doesn’t Tell You About Effectiveness: Inskin Media Boss | B&T

Inskin chief executive, Hugo Drayton (pictured below), said viewability has evolved into a key metric for the industry, and InSkin has led the research into how viewability should be measured and valued.  

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However, according to Drayton, viewability is only a starting point. “Viewability is a valuable ad validation method but it was never designed to tell us anything about effectiveness,” he cautioned. “Be aware of viewability’s limitation, and always assess it in context.

 Read more at: http://www.bandt.com.au/technology/viewabilitys-fine-doesnt-tell-effectiveness-inskin-media-boss