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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.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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