According to several studies a worrying proportion of online adverts are not actually viewable. Advertisers have been leading the charge for this to be remedied and for common, independently verified standards. While there is dissatisfaction with the current viewability standards and increased pressure for the industry to raise the bar, some are looking to attention as a better measure for capturing actual viewing. What matters in the end is the impact on an advertisers' business, and the early signs from econometric modelling are that improvements in viewability drive significant ROI improvements.
Definition
In online advertising, 'viewability' is an online advertising metric...