Why "viewability" isn't a magic bullet

11/19/2012 | Advertising Age (tiered subscription model)

The online ad industry has embraced "viewability" as a key metric for determining ad effectiveness -- but viewability alone doesn't do brands much good, writes Philipp Pieper. Brands need to demand not just viewable ad-placements, but also placements on clean, well-designed pages where their ads stand out and are likely to make a real impression. "A viewable impression in a cluttered environment is unlikely ever to be noticed," Pieper writes.

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