3 reasons viewability isn't a silver bullet

10/18/2012 | Advertising Age (tiered subscription model)

Viewability is the latest digital-marketing buzzword, but high-quality viewable ads might not be the panacea some are hoping for, writes Phillip Pieper. Tracking viewability will drive up advertising costs as publishers compensate for revenues lost to unviewed ads, and crude viewability metrics won't help brands make their campaigns more engaging or eye-catching. "As in print, so in digital: The best decisions come when advertisers understand the ad environments they are about to enter," Pieper writes.

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