The debate around what constitutes “viewability” has been around for a while, which is strange as in one sense it’s really pretty obvious, even non-contentious. If an ad cannot be viewed then it has zero value. It therefore stands to reason that advertisers will only pay for ads that can be viewed.
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Brian Jacobs spent more than 35 years in advertising, media, and research agencies, including spells at Leo Burnett (UK, EMEA, International media director), Carat International (managing director), Universal McCann (EMEA director) and Millward Brown (execut… read more