Pre-Bid, Placement-Level Viewability Will Change The Game

We only know the full truth about how viewable an ad is after the page on which it appears finishes running. Before then, the viewer might scroll to a place where an impression qualifies as in-view. Knowing in advance if an ad will be in-view is impossible – almost.

How can we bid correctly for an impression without prior knowledge that it will be in view?

AppNexus announced last week that it would provide historical placement-level viewability in bid requests, which, considering its scale, has the potential to change the digital advertising landscape.


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