Trade Groups Release Some Viewability Data; IAB Says Metric Not Ready for Primetime
The Interactive Advertising Bureau, Media Ratings Council, and other associations recently completed a study of viewable impressions conducted with 17 advertisers across 12 agencies that encompassed roughly 3 billion impressions. The MRC aggregated and analyzed the data, and released a handful of nuggets publicly. Jessica Sanfilippo, Group Media Director with participating agency 360i, discussed some details of the […]