Viewability, the industry’s latest bugbear, is a complex topic that’s changing the way publishers measure and price their inventory. So understandably, it has created its share of controversies and misconceptions.
Viewability, on face the face of it, is a no-brainer: An ad, no matter how attention-grabbing, can’t be effective unless someone sees it. But buying and selling on viewability, which comes with its own set of measurement hurdles, has proven to be far more contentious — and has inspired a long list of myths about the concept. Here are five of them.