IAB claims full viewability measurement is not possible
Picture credit: iStockphoto
Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.
The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...