“Viewable” Ads Come to Yahoo
In the world of digital media, marketers are increasingly paying only for ad placements that Web surfers can actually see. Yahoo is the latest major online ad company to offer that functionality, with a product it calls Yahoo Prime View.
Yahoo’s offering is simple — it uses technology to detect whether an ad appears on a users’ screen, or if it’s tucked away on a part of Web page that the user never scrolls far enough to see. As a result, it will now sell ads with 100 percent “viewability” guarantees.