‘The Viewability Standard Will Shake Up The Display Ads Industry, But Ultimately Benefit Publishers’ – ‘The Forrester Blog’

The latest article on ‘The Forrester Blog’ is titled “The Viewability Standard Will Shake Up The Display Ads Industry, But Ultimately Benefit Publishers”.

Susan Bidel says, “Since the day the very first banner ad appeared nineteen years ago, advertisers and publishers have defined a served impression in a multiplicity of ways.  Today, advertisers have little confidence that what they are buying is what they are getting, a factor that is contributing to the downward pressure on CPMs for display ads.

The Viewability initiative, slated to take effect formally in 2014, is the industry’s first step toward remedying the uncertainty about actual served impressions.  It establishes a base line definition of what a viewable impression is and basic rules of engagement for the display ad industry, both of which I think are critical to its long-term viability”.

The Viewability Standard Will Shake Up The Display Ads Industry, But Ultimately Benefit Publishers

The Forrester Blog