Viewability: Getting Worse, Not Better

The biggest issue in online advertising right now is viewability. Viewable ads are ads that are immediately visible to visitors without having to scroll when they land on a webpage.   This is understandably a big deal to advertisers, who want the ads they’re paying for to be seen, and there’s been a big push over the past two years toward better viewability standards by the Media Rating Council and greater accountability for the sites that publish these ads. Alas, these efforts don’t appear to be having much impact yet.