Ooyala general manager Scott Braley spoke with eMarketer about how marketers are using programmatic, social and mobile to increase viewability. Ooyala offers viewability metrics and sell-side
programmatic platforms to marketers. Braley says that when marketers are looking to enter a private programmatic marketplace, viewability criteria are an important consideration. Marketers are
eager to understand viewability metrics in their direct and programmatic ad buys, and have a big opportunity to optimize for viewability in programmatic.
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