Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Viewability: An Exaggerated Crisis, Jared Rosen
Viewability: An Exaggerated Crisis, Jared Rosen
Honors Capstone Projects - All
This thesis addresses the ongoing debate surrounding Viewability within the digital advertising industry. Since advertising is the lifeblood of many publishers and sites across the web, it is vital that brands and marketers derive value from this relationship. The Media Rating Council and Making Measurement Make Sense Movement both over exaggerate the value of Viewability in the digital advertising marketplace. By examining a plethora of articles and regulatory standards, I have been able to conclude that Viewability is a soft metric that does not provide media insights into the success of a given campaign. By conducting interviews and reviewing articles …