US Marketers' Attitudes Toward Viewability Standards, Dec 2017 (% of respondents)
Digital ad professionals at agencies, brands and publishers were asked about how strongly they agreed with statements about viewability standards. Responses included should be one billable standard, MRC standard is sufficient, MRC standard is not stringent enough, each entity should be able to ... transact on their own definition and no industry standard.More
Data was provided to eMarketer by Integral Ad Science.
Data 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.