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.
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.