Find out what’s ahead for digital ad convergence and how the current ecosystem’s challenges are driving change from industry expert Jeff Greenfield, senior vice president, buy side at WideOrbit.

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.

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.