Shaina Boone, OMD's managing director, marketing sciences, has strong views on viewability: "You don’t buy a car and get half the car. If you pay for it, you should get it. It’s not,
'We’re sorry, but the wheels aren’t included in this model.' The only way things might change is if people start to get audited and fined. But changing the infrastructure of an industry is
a gigantic undertaking. There are some very large challenges ahead," Boone tells AdExchanger's Allison Schiff. Advertisers don't want to be asked to pay more for viewable impressions and managing
their expectations can be tough. While the Interactive Advertising Bureau set a 70% threshold for viewability in Dec. 2014, declaring that 100% viewability isn't technically feasible yet, Boone says
that 70% is really more like 50% which "causes some stress between us and the client."
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