New Study Draws a Direct Connection Between Viewability and Success in Direct-Marketing Campaigns

IPG's Magna tests against MRC standard

Unlike past studies, this one ties performance directly to time on screen. Sources: Getty Images

Discussing the state of digital advertising inevitably brings up the term “viewability.” As big spenders like P&G and Unilever attempt to resolve issues regarding media transparency and fraud, one of the most basic metrics concerns whether consumers are actually seeing ads—and what that means.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.