White Paper Viewable Impressions

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IAB Europe

Campaigns measuring viewability or specifically viewable ad impressions are today proving to deliver on the drive towards quality for brand advertisers as they seek guarantees for their marketing investments. Viewability is equally bolstering
premium grade publishers as they are able to improve trade by demonstrating access to higher quality inventory with a higher ‘opportunity to see` propensity thus differentiating themselves within the marketplace. In recognition of the advantages that measuring ‘viewability` brings to market dynamics a growing number of leading actors on both the buy and sell side, including intermediaries, are now moving to implement these processes as standard.