IAB Australia has set up a viewability taskforce to provide guidance on viewability for Australian advertisers, publishers and agencies. It is working on a whitepaper to promote a greater understanding about viewability, enabling the advertising industry to make informed decisions when buying or selling. The task force, which includes representatives from agencies such as Saatchi & Saatchi, Dentsu Aegis, WPP Group Plc and Omnicom, will also be looking at how advertisers can use their digital The taskforce aims to develop a consistent approach to viewability which is sees as the basis for any successful advertising campaign.
IAB Australia has set up a viewability taskforce to provide guidance on viewability for Australian advertisers, publishers and agencies. It is working on a whitepaper to promote a greater understanding about viewability, enabling the advertising industry to make informed decisions when buying or selling. The whitepaper will be released in November. The taskforce aims to develop a consistent approach to viewability which is sees as the basis for any successful advertising campaign.