In the latest episode of "Behind the Numbers," we're talking about ad viewability with Andy Evans, CMO of Sovrn. In an interview with principal analyst Lauren Fisher, Evans discusses the intricacies of viewability and offers some surprising data about which ads actually engage users’ attention.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks about the Media Rating Council's viewability standard for online ads and what marketers might expect from this performance metric in the future.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

Fifty-seven percent of digital advertisers are planning to increase their ad spend in H1 2021, and connected TV (CTV) and over-the-top (OTT), in particular, are expected to see gains, according to a recent Verizon Media study.

Viewability rates, which were also a point of contention for programmatic buys, appear to perform reasonably well for programmatic vs. traditional buys in the UK. H2 2018 data from Integral Ad Science, for example, found that rates for programmatic ad impressions across purchase methods and devices were often as high as for publisher direct buys.

Joe executes GroupM’s marketplace position on brand safety and suitability elements, including viewability, fraud detection and prevention, consumer digital privacy, anti-piracy, and ensuring clients' ads appear in positive, relevant ad environments.

This StatPack provides a visual overview of trends in display, video and mobile ads bought programmatically, both in the US and worldwide.

Fraud, Transparency, Viewability. Worries about the “black box” aspect of programmatic media buying, as well as the potential for fraud, data misuse and threats to brand safety, are acute in Germany, where consumers, advertisers and publishers tend to be especially sensitive to the potential dangers arising from digital platforms and networks.

Consumers are spending more and more time on their smartphones—which has quickly turned mobile into one of the most important channels for marketers. But, according to a new research, less than half of marketers are confident in their ability to measure granular mobile ad metrics.