global techcompany , Inskin Media , and consulting firm , Moat , are pushing for a viewability metric and viewability guidelines for both standard and non - standard advertising formats that would allow advertisers to analyse the quality and effectiveness of a campaign , moving beyond click - through rates as a way to measure brand effectiveness . Inskin 's CEO suggests that the IAB in the marketplace has the resources to handle the debate .
Ad techcompany, Inskin Media, and analytics firm, Moat, are pushing for a viewability metric and viewability guidelines for both standard and non-standard ad formats that would enable advertisers to analyse the quality and depth of a campaign, moving beyond click-through rates as a way to measure brand advertising. Inskin's CEO suggests that the IAB in the UK has the resources to lead the debate.