Advertisers have started loudly proclaiming that will no longer stand for anything less than 100 percent viewability when purchasing ads. And while publishers agree that this is a necessary development for the digital media industry, there’s a looming sticking point when it comes to how it will affect pricing.
Publishers want advertisers to pay more for viewable ads, while advertisers think it’s unfair to be upsold on ads that performed their intended duty of reaching online consumers. Sure there are disputes over standardization, but there’s serious tension when it comes to pricing.
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