Viewability Rates Should Factor in Ad Fraud - eMarketer
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eMarketer Interview

Viewability Rates Should Factor in Ad Fraud

Preview from eMarketer PRO

An interview with

Marco Ricci

CEO, Adloox

Interview summary

Viewability ranks highly as a display ad metric. However, Marco Ricci, CEO of ad verification firm Adloox, told eMarketer's Bill Fisher why viewability becomes even more important when it's looked at alongside brand safety and ad fraud measurements.


eMarketer: How do you define a viewable ad?

Marco Ricci: Everyone knows the IAB standardization, which is 50% of the ad is in view for over a second. The big issue is that a lot of viewability-only vendors are not factoring in fraud, or nonhuman traffic, to this viewable score.