By: Michael Sebastian | Advertising Age
The Interactive Advertising Bureau said Tuesday that it isn't yet possible to guarantee that every impression in a digital ad campaign will meet the industry's viewability standard.
"It's time to set the record straight about what is technically and commercially feasible, in order to get ourselves on an effective road to 100 percent viewability and greater accountability for digital media," Randall Rothenberg, IAB's president and CEO, said in a statement.
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