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Common Approach To Viewability Measurement Needed

  • The Drum, Friday, July 24, 2015 8:32 AM

Web standards bodies are further lobbying ad tech vendors to more closely align how they report on ad viewability, as successive reports published this week suggest that the rise of programmatic media trading is negatively impacting the amount of ads actually seen by intended audiences. JICWEBs is processing applications from companies offering ad viewability solutions, after media buyers complained that differences in their methodologies make it difficult to trade media efficiently.    

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