Viewability is not a challenge for advertisers… all they need is to ask for it and track it.
Viewability is a publisher challenge
An underperforming media is something only they can fix. The main reason for inefficient media is non-viewable ad placements. Ironically, these placements that are the publisher’s 2nd most important asset after content are created, managed and optimized almost the same way they were 21 years ago – manually, periodically, statically and at a macro level.
Publishers can’t optimize their media for viewability per any given article due to lack of ROI. Check our infographic below on the process to optimize viewability per article, its costs, and alternative options.