On Dec. 16, 2014, IAB released “State of Viewability Transactions 2015,” a position paper that put forth seven principles for viewability transactions in 2015. Since then, the press and the ecosystem at large have engaged in worthy debate and discussion about the meaning of the paper for viewability, measurement, and ongoing deal-making.
Still, with some stakeholders jockeying for position and disparate perspectives aplenty, misleading chatter erupted — and even more than a month out, misconceptions persist.
In order to put everyone back onto the same page, the following is a guide to the basics.
Why did the IAB issue the position paper?
We wanted to explain how viewability measurement is currently performing at an individual publisher level and provide guidance on what is realistic for near-term transactions.
The IAB membership aspires to 100% viewability of all digital ads. However, we know that technical and measurement challenges make it unreasonable to expect that every ad in a campaign will be 100% t viewable and that individual publishers will deliver 100% viewability across a given campaign.