News Startups Like ‘LittleThings’ Are Trying to Tackle Viewability Early

But mobile may throw a wrench into their plans

Traffic peaked last year at 58 million uniques. LittleThings

The issue of viewability, online ads people can actually see, is the cause of much Sturm und Drang among publishers and advertisers these days, but a new wave of media upstarts are hoping to sidestep the issue by designing ad-friendly sites early on.

@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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