Adweek: Brands With Their Own Viewability Standards Are Causing Headaches for the Ad-Tech Industry

“As each brand gets much more sophisticated about how they do programmatic advertising, they will start to hone in on viewability as a way of actually judging how much of media was affected,” said Will Doherty, vp of business development at Index Exchange. “They’re going to create their own standard in which they judge.”

IBM isn’t alone. HP and Nestle have also created their own viewability standards, and increasingly, the standard created four years ago is becoming outdated for the complex world of programmatic advertising.

Read More at Adweek

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