Why Your Viewability Percentage Doesn’t Matter
The topic of viewability in programmatic has been discussed ad nauseam in recent years, so why, you might ask, do we need another article on this subject? Writing exclusively for ExchangeWire, Joey Henderson, commercial director, Avocet, explains why the conversation needs to continue, but that it shouldn’t be about viewability percentages.
I believe that, unfortunately, for much of that time we’ve been focusing on the wrong type of viewability measurement.
While countless media dollars and development hours have been spent on measuring, targeting, and […]
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