‘I would call it fraud': Why attribution has a viewability problem

by Lucia Moses
The rise of viewability has caused headaches for premium online publishers, with brand advertisers demanding that their ads actually have a chance of being seen by humans. But here’s the irony: those that adapt may be hurting themselves with performance-based advertising. If brand advertisers are taking the lead on viewability, it’s been less of a focus for direct-response advertisers.Read the full article