• The Drum, Wednesday, May 13, 2015 6:29 AM

Telefónica is to buy in-app mobile impressions that are 100 per cent viewable, a guarantee it has been promised by revamped, tougher measurement standards from Millennial Media. Advertising within apps is tipped to be one of the driving forces of mobile advertising revenues by researchers and industry observers alike. However, concerns over the viewability of ads on smaller screens has made many advertisers reluctant to put more into the pot, although Telefónica is now ready to back what it feels is trustworthy inventory at scale.

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