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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.
A new study conducted by IPG Mediabrands’ intelligence and investment unit Magna, the IPG Media Lab, analytics company Moat and programmatic software company The Trade Desk over the past year aimed to go a bit further than previous research.