Viewability has a vendor-confusion problem

by Ricardo Bilton
Publishers and agencies may be obsessed with the pricing changes wrought by the viewability push, but the bigger issue might be the vendor and tech problem that still plagues the standard. When the Media Ratings Council (MRC) gave transacting on viewability the green light last year, it also gave the measurement stamp of approval to 15 viewability vendors, including Moat and DoubleVerify.Read the full article