Although viewability rates are valuable for ad validation, on their own they cannot account for the visual and mental engagements advertisers achieve with audiences, which are more important, according to the CEO of InSkin Media, Hugo Drayton. “Viewable ads have a huge impact in terms of how people engage with your brand,” he said.
Although viewability rates are valuable for ad validation, on their own they cannot account for the visual and mental engagements advertisers achieve with audiences, which are more important, according to the CEO of InSkin Media, Hugo Drayton. He added, however, that despite concerns over ad-blocking, online display advertising is “in good health” and seeing significant growth.