Transformation in measurement and currency brings with it imperatives for change in processes and responsibilities associated with a number of core publisher roles. Publishers need to address viewability at scale in order to optimize inventory monetization and minimize waste. In addition, and of paramount importance, publishers must reach these goals with the consumer at the heart of the efforts. Poor user experience even with enhanced viewability will likely not yield desired outcomes.
For more than a year, IAB member companies have been sharing knowledge and experiences with viewability implementation. As is the case with any business and currency transformation, requisite knowledge takes time to accrue. The guidance on viewability implementation and improvement herein was gathered from publishers, large and small; some with large numbers of . . .
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