Monster Radio

Monster Radio: How Viable Is Video Viewability?

At the end of last month, the Media Rating Council lifted its advisory against transacting on a viewable basis in video. However, when researching his latest in-depth piece, AdMonsters Senior Editor Gavin Dunaway found agencies had already been pushing for video viewability during the recent round of upfronts, mainly to be rebuffed.

Wide variability among provider reporting and the impracticality of guaranteeing against both demo and viewability are issues that may cripple the widespread adoption of viewability as a currency in video. In addition, many a publisher feels they are being unfairly punished for the behavior of bad actors and irresponsible buying habits of agencies.

Bring your questions as Gavin discusses his new feature story on video viewability – and some of the follow-up pieces in the works – on Monster Radio this Friday at 3 pm. This broadcast will also be recorded and posted for later viewing.

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