Brands With Their Own Viewability Standards Are Causing Headaches for the Ad-Tech Industry

IBM and others aren't satisfied with the definition of an online view

Marketers continue to question the MRC's standards established in 2014. Sources: Getty Images

Four years into creating an industry standard for viewability that was meant to assure advertisers humans are seeing their online ads, brands are still fine-tuning the metrics used to gauge whether someone saw a promo. And in turn, tension between advertisers, publishers and ad-tech companies is increasing from the manual work needed to change processes.

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@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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