This Infographic Shows How Worried Digital Advertisers Are About Viewability

The buyer-seller debate continues to simmer

A great debate in digital advertising is brewing around the issue of viewability that will only heat up after the calendar flips to 2015.

According to The Wall Street Journal, the 4A's has told its members that it would "not endorse" guidelines that the Interactive Advertising Bureau issued on Dec. 16. The IAB suggested the industry consider campaigns delivered at a 70 percent threshold against the Media Ratings Council's eight-month-old display ads standard, which calls for 50 percent of pixels per ad be viewed for at least one second.

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