// By Boz Boschen //
Earlier this year, more than 205 U.S. digital advertising professionals working for publishers were surveyed about the state of the digital advertising marketplace and the issues they believe matter most. Sixty-nine percent said they were extremely or very concerned about viewability, identifying it as the top issue impacting the market.
These sellers review RFPs on a daily basis and feel the pressure of market movements most directly. They field requests from advertisers and agencies and work with internal resources to find the best solutions to achieve campaign goals.
Marketers Weigh In
If the digital professionals who are in the trenches every day are concerned, what do marketers themselves think? At the end of 2015, the Association of National Advertisers asked brand advertisers, and the results were not reassuring. Sixty percent of client-side marketers said they were somewhat confident that their digital media budget was being served in accordance with industry viewability standards, but a whopping 30 percent said they were not at all confident.
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Should you be concerned about viewability? The answer is yes, and not only that, as a key stakeholder—the one writing the check—you should be participating in the dialogue about how viewability is measured. There are few hard and fast rules, and like everything else in the dynamic digital realm, today’s truth may be obsolete tomorrow. Boz Boschen, Digital Media Director at ndp shares the nuances of viewability in the current environment and makes the case for why you should be involved in shaping how viewability is measured in the future. Please log in.
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