"Viewability" Brings Transparency To The Display Ads Market

The emergence of a new standard, which will clearly define what a valid display ad impression is and use gross ratings points (GRPs) as its currency, is the first step toward creating a more transparent display advertising environment. With the advent of "viewability," brand advertisers will get more clarity on what they are actually buying and will find it easier to increase investments in display ads. Publishers will see advertising revenue grow and will benefit from operational efficiencies as programmatic ad sales gain further traction. Read this report to understand what publishers need to do to get ready for viewability from the technology, certification, and internal processes points of view.