Is viewability already old news?

This past year, viewability has earned a disproportionate amount of attention in digital marketing. While measuring an ad’s chances of visibility on the page is important, this emphasis has taken the marketer’s focus off of equally (and arguably more) important metrics such as engagement.

Viewability does not suffice as a standalone metric. It’s time for marketers to move away from simply counting viewable impressions and instead consider viewability within a greater suite of success measures. Whether marketers are ready or not, disruptive new technologies are already leading this transition. These technologies can help marketers focus less on ad serving and more on communicating their message.

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