The majority of global advertisers believe that 50 percent of a display ad in view for at least a second is not a viewable impression even if it is the global standard for viewability. Philippe Dominois, founder at media performance consultancy Abintus Consulting, expressed the apathy of many advertisers toward existing viewability standards: “If the ad hasn’t been seen — and we need to be clear how we define a viewed impression — then the advertisers should not pay anything. At the moment, most of them do.”
Read the full article - The State of Programmatic Advertising in 5 Charts
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