The Independent and Evening Standard owner ESI Media is looking to revamp all its sites, not only to enhance the reading experience, but also to render the viewability concerns of its ads redundant in its bid to sell all online space programmatically. The media owner believes an online overhaul, not tougher viewability metrics, is the antidote to rising advertiser fears that their ads may not get seen in the rush for automated trading. Publishers are wary of ad rates falling as viewability becomes a bigger bargaining chip for spenders.