Using engagement as a means of measuring ad viewability may be easy to understand and explain to brand marketers, but it is far from the best method of estimating an audience. This is because the majority of clicks are not valuable and can be generated by fraudulent traffic. Clicks, viewable impressions and completion rates all come a poor third to performance-based measurement. Mobile game publishers and e-commerce brands have recorded "massive successes", despite the difficulties and challenges in measuring against performance.
Using engagement as a means of measuring ad viewability may be easy to understand and explain to brand marketers, but it is far from the best method of estimating an audience. This is because the majority of clicks are not valuable and can be generated by fraudulent traffic. Clicks, viewable impressions and completion rates all come a poor second to performance-based measurement. Mobile game publishers and e-commerce brands have recorded "massive successes", despite the difficulties and challenges in measuring against performance.