Viewability – or the ability of an ad to actually be seen by a human being – has become the critical metric for media buyers and marketing executives alike. There are a number of advertisers and agencies that have publicly stated that they will not pay for any impression that is not 100% viewable.
But is 100% Viewability really worth the price advertisers are paying?
This week, we’re looking into the value of 100% Viewability and how to keep from flushing your budget down the proverbial toilet.
WTF is Viewability? – Digiday