- The Drum, Thursday, May 22, 2014 9:54 AM
Digital's viewability issue has prompted "The Financial Times" to work trading advertising by time rather than individual ad spaces that may or may not even be seen. It has been working with New
York-based Chartbeat on developing the time-based metric, which it expects to see launched in Q4 this year. The newspaper reveals that research with its advertisers suggests they would like to go a
lot further than the IAB's 50% of pixels being seen for one second for an advert to be considered viewed.
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