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IAB Admits 100% Viewability "Not Yet Possible"

  • The Drum, Wednesday, December 17, 2014 7:06 AM

Achieving 100 per cent viewability measurement is “not yet possible” according to a new study by The Interactive Advertising Bureau (IAB), which recommended that measured impressions should be held to a 70 per cent viewability threshold. The State of Viewability Transaction 2015 report offers advice on billing, what to do if a campaign doesn’t achieve the 70 percent threshold and advice around viewability of larger ad formats.

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