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Unilever Labels Viewability Metrics 'Preposterous'

  • The Drum, Thursday, September 17, 2015 6:43 AM
Unilever has ramped up its calls for better online ad measurability and said that until better tools are brought in the industry will keep “running around in circles”. The FMCG giant’s vice president of global media innovation and ventures Babs Rangaiah slammed the current situation around the measurability of online advertising, and claimed that some of the newer metrics, such as the two-second video ad viewability standard, are “preposterous.” 

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