In 2020, eMarketer reported $378.16 billion in digital ad spend globally despite the pandemic. In this massive market, advertisers are constantly trying to get users' attention every single time, but how do they determine whether their ads can be seen? We are a deep-dive on this fundamental metric: viewability. The term viewability was coined at least nine years ago. While the standardisation of what constitutes "a view" was a game-changer to the advertising industry, it also resulted in many varying interpretations and inconsistencies. In this post, we hope to debunk viewability myths and explore how to be more accurate in reporting viewability for a campaign.
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