Viewability has been touted as the buzzword of 2015, but the truth is that the digital media industry is just starting to tackle the issues surrounding viewability, and will for years to come. There are several technologies that provide advertisers insights into the performance and viewability of their campaigns, but tools built for publishers lag behind.
I heard that advice for how to be a great media salesperson was dispensed at the recent IAB conference. The audience was told that "great digital sellers are marketing-oriented, not advertising-driven." Additionally, great digital sellers "organize around programs and solution bundles, rather than responding to media plans and RFPs." This kind of high-end strategic advice makes for great theater. However, any salespeople who told their manager they would no longer respond to RFPs and would only sell marketing solutions, not ad-based programs, would have a target placed on their back for the next round of layoffs.
As an online publisher, you probably use audience targeting: whether done through algorithms or manually by an editor, the aim of audience targeting is to increase the probability that your site visitors will read more of your content. Here are some reflections and suggestions based on my experience as a consumer of digital media, and as someone who's spent a couple of decades studying consumer behavior.