One publisher’s take: Viewability is not ready for prime time

Brian Fitzgerald is president and co-founder of Evolve Media Viewability, on the face of it, is a boon to publishers. Theoretically it creates more value for brands as brands will pay a premium for a viewability threshold or only pay for viewable impressions, channeling more dollars into digital. I welcome viewability as a currency because for too long publishers have been sta ...Read the full article