You Wouldn’t Accept 70% Performance Elsewhere, So Why Should We With Viewability?

I bought a pair pair of shoes online last week. My order was confirmed, my credit card charged. The shoes never arrived. So this week, I naturally went back to the same site and bought three more pairs.

Absurd, right? In real life, we’d never knowingly spend our hard-earned money on goods and services we don’t expect to receive. We would never settle routinely for 70% performance on the things we buy. But that’s what’s happening with the current crisis in viewability.

Via http://adage.com/article/guest-columnists/70-viewability-performance-unacceptable/297083/