3 Reasons Why Advertisers Need to Look Past Viewability

It's part of the conversation, but it isn't the entire conversation

Viewability is just one facet of marketing, and focusing too much on it can lead marketers to miss other integral components. Getty Images

For publishers and ad-tech companies, 2017 was a tumultuous year. Issues like ad fraud, brand safety and viewability bubbled up as concerns that needed to be addressed, causing major advertisers to pull millions in digital spend. Since then, measures have been taken by leaders in the ad-tech space to mitigate fraud and brand safety concerns. Viewability, however, remains a contentious topic, with marketers demanding higher viewability standards from publishers and advertising networks.

Ashley Terpstra is a media director at performance digital agency Nina Hale.