ComScore Seeks To Crack Publisher Viewability Resistance
While publishers generally concede that brand advertisers will pay higher CPMs for “in-view” ads, there’s less acceptance around the different tools, like Nielsen’s Online Campaign Ratings or comScore’s Validated Campaign Ratings (vCE), designed to determine viewability. The big problem is that the viewability solutions have so far tended to focus on the advertisers, leaving publishers […]
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