Ad viewability “should not be a KPI”, according to study

by Chris Lake
A large study of almost 10,000 people found that ad viewability affects ad recall, but goes on to state that it should not be a KPI. The research, compiled by IPG Media Lab, Integral Ad Science and Cadreon, sought to explore whether ‘viewable’ ads are actually effective. The viewability problem is considerable, with more than half of all ads not being seen by humans.Read the full article