In a Live Wall Street Journal video piece about video ad fraud, reporter Jack Marshall says it's impossible to cure viewability problems because there are too many sites to catch all the bad actors.
He blames ad exchanges and ad networks.
Read the whole story at Wall Street Journal »
I disagree, there are lots of ways to police view frauds. Several verification companies including Veenome have methods of combatting these sorts of issues in the video ad ecosystem. We can sweep thousands of domains an hour and tell you exactly which sites are regularly positioning for out of view impressions before a campaign even runs. There are many ways to prevent this sort of loss - and it simply requires sufficient demand for these metrics.