Ginny Marvin says, “In a new paper titled “State of Viewability Transactions 2015,” the Interactive Advertising Bureau (IAB) aims to set expectations as the industry shifts to measuring and buying display ads on a viewable-impression basis rather than by served-impressions.

First and foremost, buyers and sellers implementing viewable-impressions as measurement currency should not “expect to observe rates of 100 percent in analyses of their campaigns.”

That statement echoes that of the Media Ratings Council (MRC). The IAB calls 2015 a transition year in which agencies, publishers, marketers and ad tech firms will need to work together to implement viewability as the new currency”.

IAB Says 100 Percent Viewability Isn’t Possible Yet, Sets 70 Percent Threshold

Marketing Land

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