“It’s irrational to expect every ad in a campaign will be 100% viewable. It’s counterproductive for anyone in the ecosystem to insist otherwise,” said Sherrill Mane, the
IAB’s senior vice president of industry services, at a conference in Phoenix. The trade body expects measurement technology to improve over the next 12 months and hopes over time that
measurement data between vendors will vary by less than 10%.Read the whole story at The Wall Street Journal »
