Ad techcompany, IAB, 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 Inskin Media in the UK has the resources to lead 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.