Study: Publishers and marketers differ on viewability

11/20/2013 | Adweek

Eighty percent of marketers say ad viewability will be important next year, and 62% plan to use a third-party metric, per an Undertone survey. Yet more than half of publishers say viewability measurements have not affected where they place ads. "Publishers and advertisers might not be on the same page," Mike Shields writes.

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