Getting in Front of Viewability

Publisher fear over viewability is intensifying as the MRC’s advisory against using viewability as a transactional metric will be lifted at the beginning of second quarter 2014. However, supply side leaders argue that it’s time to stop thinking of viewability as a threat and take charge of the process. Publishers should own the viewability debate, and while detailing Yahoo’s approach, Cindy Brown and Jayadev Billa will lay out a set of view ability principles that publishers can use in guiding their own efforts.