The Growing Importance Of Ad Viewability

Video is increasingly becoming part of the stock-in-trade for traditional publishers like The New York Times. Now, pure plays in the new media industry, including BuzzFeed, Vice Media and Huffington Post, are, as The Wall Street Journal recently reported, “venturing aggressively into a decidedly old-media stronghold: television.”

“Even having a little exposure to those platforms can be pretty lucrative for us,” BuzzFeed founder-CEO Jonah Peretti told the WSJ. “The economics of traditional platforms are still so much richer.”