Why viewability shouldn't be advertisers' only priority

12/3/2012 | AdExchanger.com

Viewability technology is coming along by leaps and bounds, and has the potential to bring great value to advertisers, writes Jeremy Stanley. Still, it's important to tread cautiously, ask tough questions of vendors and remain focused on reaching the right audiences in brand-safe environments. "Advertisers must ... not forget that while viewability is an important component, it should never be the sole goal of a campaign," Stanley writes.

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