Advertisers Seem to Care More Than Publishers About Seeing Ads

Study says 2014 will be a big year for viewability

Advertisers have been pushing for the online ad industry to address ad viewability for the past several years. It's a reasonable goal, as brands would like to make sure people can actually see the ads they are paying for.

And while some publishers have made the issue a priority, others have dragged their feet, making viewability a cause that seems to have languished or become downright messy. But according to a new Undertone survey, 80 percent of brands say that viewability will be an important or very important issue in 2014.

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