Extent to Which US Publishers vs. Brand/Agency Professionals Are Factoring Viewability into Their Media Transactions, Dec 2017 (% of respondents)
DescriptionDigital advertising professionals at agencies, brands and publishers were asked about viewability as a factor in their media transactions. Responses include using the MRC standard, using their own standard, not factoring in viewability but should or currently do not and don't intend to include ... viewability into their media transactions.More
NoteData was provided to eMarketer by Integral Ad Science.
MethodologyData is from the February 2018 Integral Ad Science report titled "Look ahead: Transparency will shape 2018." 816 US digital advertising professionals at agencies (n=406), brands (n=58) and publishers (n=194) from the Integral Ad Science contacts database were surveyed online during December 4-15, 2017. Integral Ad Science is a global media valuation platform.