Publishers, marketers react to viewability metrics

04/27/2014 | Adweek

Publishers and advertisers are at odds over the new viewability metrics for digital ads recently opened up by the Media Rating Council. Publishers are wary of increased scrutiny over how their ad inventories perform, and they point to inconsistencies between MRC-approved viewability vendors. Proponents of the new metrics say viewability metrics have been a long time coming and are necessary to establish fair pricing and eliminate ad fraud.

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