The Only Impression Worth Advertisers' Money Is A Viewable Impression

The entire digital advertising industry is wondering why it's taking so long for viewability to become table stakes: an accepted, established standard upon which digital display and video — and mobile, for that matter — media is transacted. In other words, when and what will it take for the viewable impression to be the new impression? Two years ago, Forrester reviewed the state of viewability. Read this report to learn how far the industry has come, the status of the standard or standards, what marketers want versus what publishers can deliver, the capabilities of the measurement vendors, the overlap between viewability and fraud measurement, and what hurdles lie ahead.