Why Yahoo’s tentative embrace of viewable ads won’t move the market

by Ricardo Bilton
The march toward viewable ads continues. The latest sign: Yahoo said yesterday it plans to sell 100 percent viewable ads via Yahoo Prime View, a new ad offering that detects where a served ad actually appears on a user’s screen. Yahoo said the move is about giving advertisers the assurance that their messages aren’t just being served but seen as well.Read the full article