Viewability in RTB: The Good, The Bad & The Ugly
The ability to buy audiences in real-time has opened up an entirely new set of possibilities for marketers, and there’s no turning back. Welcome to the world of personalized display advertising, enhanced media efficiencies and dynamic pricing models. While this new climate is incredibly promising, evidenced by the significant dollars shifting to digital, it also introduces unique drawbacks. A looming obstacle to marketers’ quest for an optimal RTB ecosystem is viewability. Regardless of whether you’re an advertiser or publisher, buying inventory direct or via an exchange, it’s in your best interest to ensure that your ads are actually viewed. But what do we mean when we say ‘viewable ad impressions,’ and what are some prominent threats to viewability?
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Check out recent buzz and live coverage from the Viewability Roadshow:
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