IAB Says 100 Percent Viewability Isn’t Possible Yet, Sets 70 Pct Threshold

by Ginny Marvin
In a new paper titled “State of Viewability Transactions 2015″, the Interactive Advertising Bureau (IAB) aims to set expectations as the industry shifts to measuring and buying display ads on a viewable impression basis rather than by served impressions. First and foremost, buyers and sellers implementing viewable impressions as measurement currency should not “expect to obse ...Read the full article