Research: Five reasons why 100% viewability isn’t worth the cost (by a long shot)

There’s a lot of chatter about 100-percent viewability, and even more slamming the Media Ratings Council’s 50-percent viewability standard (PDF). Neither seems grounded in any data, which begs the question: where is the real intersection of viewability and performance? The fact is, if you’re a programmatic media buyer measuring return on investment or return on ad spend (ROI ...Read the full article