Rachael Morris says, “Over the last couple of years, viewability has been a key rallying point for advertisers looking to get more value from their programmatic spend.

The IAB announced a standard of 70% viewability, but some advertisers say anything under 100% is not acceptable.

If you’re a brand advertiser this make total sense, as viewability is a great proxy for quality inventory. However for a performance campaign, total viewability as a goal is neither logical nor effective.

Well-meaning supporters of viewability KPIs might partly base their argument on the correct belief that post-click measurement models don’t show correlation between clicks and conversions (as my previous display click myth article demonstrates).

Similarly, post-impression attribution – which has been suggested as an alternative – has major problems”.

Why chasing after 100% viewability makes no sense for advertisers

‘Econsultancy’ Blog

Sharing is caring