While the industry has made strides in defining a viewable ad impression, the question of whether it is a viable form of currency is still up for debate. Here is a look at the state of viewability by the numbers.
As part of our Guide to Media Transparency we’re posting a series of six infographics that pull together key takeaways from our white papers and industry interviews into a visual format that’s easy to share. So far we’ve posted:
- 10 Steps to Improve Digital Media
- 3 Ways to Build Transparency into Programmatic Ad Buying
- How to Combat the High Cost of Ad Fraud
In this infographic we take a look at the state of viewability by the numbers.
Five years ago the term “viewability” started to take root in the digital advertising world. Media buyers began questioning whether their ads were being seen by humans. Flash forward to 2013. The topic of viewability dominated headlines and stirred discussions on all sides of the industry about the possibility of transacting on a new currency—viewable ad impressions. Now, while the industry has made significant strides in defining a viewable ad impression, the question of whether it is a viable form of currency is still up for debate.
To better understand the barriers to full viewability, it is important to first understand the standards and players in the current media landscape. Let’s take a look.