This is a syndicated post. Read the original at MediaPost.com: mobile 2017-09-11.
Put The User First, And Revenue Will Follow
An advertiser might demand 70% viewability, and publishers could guarantee that. But can they also guarantee the audience will meet that advertiser's criteria for quality? Isn't it better to reach the right audience, even if the ad is slightly less than 70% viewable? This is why so many publishers really dislike viewability as a metric.